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HENRY MORGAN: Fun for the sponsor? 


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$<5 fwv year 

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£4ME TO 

SHOW. . . 

Uomorrow 3 Jriendlu cAudience . . 

word, 2,000 boys and girls sat in on a 
WLS broadcast July 9— a program 
familiar in their homes from babyhood. 
It was WLS Dinner Bell Time, America's 
pioneer farm service program. 


BELL belonged to them. They were the 
2,000 4-H Club members from every 
Indiana county, attending the annual 
4-H Round-up on the Purdue Univer- 
sity Campus. 


jjpv were represented on the stage in 
Purdue's huge Music Hall, as WLS and 
Prairie Farmer awarded the gold, silver 
and bronze plaques honoring these 
seventeen counties for outstanding 
achievement in 4-H work— calf-raising, 
cooking, clothing design, and all the 
other facets of practical farm living 

touched by the far-reaching 
4-H program. 

In the audience were dozens 
who had contributed to the win- 
ning of these annual WLS awards 
—and hundreds more quietly stat- 
ing their determination to be hon- 
ored next year. 

And in this broadcast, with its 2,000 
studio visitors, is the explanation of 
how WLS has become "one of the fam- 
ily in Midwest America," a part of the 
lives of the people in Indiana and Mich- 
igan, Illinois and Wisconsin. 

This and complete weather service, 
market reports, news, down-to-earth en- 
tertainment exemplify the quiet, neigh- 
borly way WLS serves these people; 
today's and tomorrow's friendly, 
receptive audience for 
program on WLS. 

Some of the Indiana 4H Club boys and 
girls with Ihe plaques awarded July 9 al 
Purdue, (above) Pari of Ihe audience for 
WIS Dinner Bell Time 

50,000 watts, 890 KC, American Affiliate, Represented by JOHN BLAIR & COMPANY, Affiliated in Management with 
KOY, Phoenix, and the ARIZONA NETWORK - KOY, Phoenix • KTUC, Tucson • KSUN, Bisbee -Lowell -Douglas 

Eha Maxweii says, Mere's how to make your 
customers or your wife (or anyone else) 
lov/e you all through 1947" 


4 A Ml Y- 1 I II I -M0\ I II ( L I It 

• • 


a box of delicious 
candy each month 


from leading confectioner 


THE PERFECT CHRISTMAS PRESENT for those important clients 
and business associates ... a new, different, impressive gift that 
will rate you "ace-high" all year 'round! Yes, every month (except 
June, July, August) a beautiful box of famous candy will be sent 
to each person on your list. Every box is a specialty, a real taste 
treat . . . shipped fresh from where it is made. A Candy-of-the- 
Month Club subscription is a constant reminder of ■ a_. 
your thoughtfulness throughout 1947! Subscription cost 3>ll#/ J 
represents current retail prices of these candies, plus postage, handling | J 
and insurance. 

A colorful gift card bearing your name 
is mailed before Christmas to each one 
on your list, announcing that you hove 
presented him with a subscription to the 
Candy-of-the-K\onth Club. 





I ~*^_ vv 

Brown & Haley's Almond Roca Tacoma 

Liberty Orchards' Aplets Cashmere 

Country Store's Nut Clusters Beverly Hills 

Allie Adams' Chocolate Caramels Dallas 

Jacobs' Pecan Pralines New Orleans 

Putman's Opera Creams Cincinnati 

McNally-Doyle's Cocoanut Balls Cleveland 

Princesse de Conde's Chocolates New York 

D. Kopper's Swiss Chocolates New York 

We reserve the right to substitute candies. 


each n $end o V 9v St - I 
S ° me °» th e ° nd y-°f-tH 

Oui s 


"Uve ^VCcrrvtK. CJUiXr, vhjC. 

'■^Z:y^c OS , of 



M O. 


The Battle (or Ears 

Wednesday and Thursday nights art the 
battle grounds on which the networks 
are lighting tor audiences, with Niles 
Trammel! warning NBC stations that 
1946 1947 will no1 I" 1 a walkawaj for the 
senior network, ABC is making its play 
for Wednesday night with the morning 
still under control. MBS has the juvenile 
programs but it'll be fighting for the 
audiences with ABC which has a Bock 
promotional program under way (see page 
29), even if the programs with established 
audiences are at Mutual. 

AFRA Scale Increase 

AFRA American Federation of Radio 
Vctors will be asking for as high as 
50 per cent scale increases when the 
present contracts expire. Although 
this seems like a real hike it will 
actually only affect the programs 
that pay scale minimums, which are 
only the smallest part of the network 
airings. The settlement will never- 
theless he for less than 50 percent. 

Downey Did It First 

It all depends upon who does a 
thing. While there's a great fuss 
about Bing Crosby going network 
via transcriptions (October 16), it's 
been ignored that Morton Downey 
has been going over the Mutual 
network via e. t.'s for some time 
without the network falling apart 
or the Downey rating doing any 

Nevertheless what happens to the 
Philco-Crosby show will determine 
in part just what Bob Hope and a 
number of other stars will want to 
do, come the end of their present 
contracts. The subject of trans- 
scriptions is a touchy one at both 
NBC and CBS. What happens to 
the show will have a bearing on 
what ABC will be in the future also. 

The Burl Ives show on Mutual for 
Philco is also transcribed. That 
fact hasn't even raised a ripple. 

George Washington Hill's Bequest 

The only indication that George Wash" 
ington Hill had <hv<\. as far as the Frank 
Morgan and Hit Parade broadcasts during 
the week ol Ins death were concerned, was 
that the Hit Parade didn't use its therm . 
"Happy Days are Here Again." It was 
Hill's personal ordei thai the programs 
not be disturbed bj requiems « hen he died. 
II. had made that tail clear, long before 
there was any llutt. ring .'I di ath's V 

TBA Awards 

II'. \ awards were admittedly the most 
intelligent evei made in the field. The 

■ ical award went to the three men who 

dev( loped the image orthicon camera 

which has made most outdoor scanning 
possible and which will eventually reduce 

the lighting problem at studios to a mini- 
mum. Program awards went to John 
Royal who master-minded the Diuis-Conn 
TV presentation; to Standard Brands (Don 
Stetler, ad-manager' for its Hour Class on 
WNBT; to Paul Belanger (CBS) for his 
dance programs; and Klaus Landsberg 
(W6XYZ) for his scanning of Your Town. 
Third group of awards went to A. T.&T. 
men lor their work on the coaxial cable 

National Radio Week 

National Radio Week has been penciled 
in for November 24 30 by the advertising 
committee of the Radio Manufacturer's 
Association and executives of the National 
Association of Broadcasters. 

Keeping up with what's happened 
and why 

New Names for WEAF, WABC 

Both NFC and CHS have decided to take 
the whiskers off their key stations and tab 
them for what they are. key outlets for 
the networks. Thus WEAF will become 
\\ NBC, and WABC becomes W CBS. Pro- 
gram facts are that WCBS is. after 10 A. 
M., as near 100 per cent network as it's 
physically possible to be, but that WEAF 
is moving towards local identification as 
fast as its manager James Gaines can 
regulate the drift. Both Gaines and Arthur 
Hull Hayes insist that the name change will 
have nothing to do with the local service 
job that the stations will do. It'll COSl 
each network over $100,000 for promotion 
and physical changes to effect the renam- 
ing of their pioneer stati 

Program Analyzing 

Current research trend is towards finding 
out what makes programs tick just as much 
as finding out who's listening. Captain 
Schwerin has been doing for \BC ion a 
contract basis) what CBS has been doing 
for some time with its Stanton-Lazarsfeld 
program analyzer. Both methods of what 
is tabbed haven't come up with any re- 
volutionary improvements in program rat- 
ings although Harta Herzog, Lazarsfeld's 
wife, has used the analyzer at McCann- 
Erickson to consistently increase the ratings 
of that agency's shows. More recently 
Ernest Walker has been delivering to 
agencies and sponsors "laugh graphs" 
of their comedy shows with Index figures 
which point the quick finger at what's 
wrong with the risibility ticklers. 

Research's wonderful. Somebody 
ought to do something with it be- 
sides pay for it. 

The Radio Set Situation 

While combination FM-AM-Phono- 
graph sets are being bought as rapidly 
as they are available on the market, 
just as TV home equipment is, the 
midget sets that were first released 
at prices around S30-S40-$50 are not 
selling and manufacturers like Emer- 
son are switching their production 
plans to sets at around S20 and in the 
higher brackets. Although R. C. 
Cosgrove of the Radio Manufacturers' 
Association claimed 8.660,000 radio 
receivers manufactured by September 
first, government tax figures prove 
that half that figure is nearer cor- 
rect. And plenty of those 4.000.000 
sets are still on dealers' floors. It 
isn't that the demand isn't there but 
rather that the demand for "good" 
sets is high and the demand for 
small sets is for those at a lower price 
range than have been made available 
thus far. 

New Transcription Net? 

Although the Keystone Broadcast- 
ing System (Michael Sillerman hasn't 
skyrocketed but built slowly though 
firmly, it hasn't stopped other tran- 
scription networks from dreaming. Latest 
is Ray Green's Transcription Broadcasting 
System. TBS is said to involve 160 stations 
all of which are promised 30 programs a 
week, sustaining or commercial. It's to be 
a big city counterpart of KBS's one-station 
town formula. KBS doesn't worry about 
sustainers. It does us job for spo; 
and permits the stations to do their own 
programing. TBS' starting day is still a 
question mark. 

The Sarnoff Prediction 

RCA's prexy, David Sarnoff, promised 

electronic wonders at the banquet in honor 
of his K)th year with the company. Among 
the wonders to come was a "wave length for 

m turn to pan 73) 






Did You Get Yours? 

Again WOW has declared an EXTRA DIVIDEND in HOOPER POINTS to its advertisers. All NBC shows 
on WOW, Day and Night, except three, have an Omaha Hooper ABOVE the national average! 

Seventy-two clients who used WOW during the 19-45-40 Fall-Winter period collected a total of 412.6 PLUS 
Hooper points. The ratings on Locally produced shows were equally high. 

These Hoopers prove that WOW does a better-thati-avcragc job for all advertisers. Wire or phone your nearest 
John Blair man, or Johnny Gillin at WOW, for current or next fall-winter availabilities. 


Comp .re-XM^MWOW>*.^ 


n£* pro-am name 2<?5 

1. Bob Hope 29 ( 

2 . Fibber McGee& Molly ^ 

3. Red Skelton ^ 

4. Charlie McCarthy ^ 

5. Fred Allen 2 1.6 

6 . Jack Benny 2Q? 

7. Mr. District Attorney ^ 

8 . Eddie Cantor ^ y 

9. Bing Crosby •••• )8() 

10. Jack Haley l?0 

,,. Abbott and Costello ^ 

12. Amos 'N' Andy ^ 

13. Great Gildersleeve .... ^ 

14 . Wh or Consequences ^ 

|5. Bandwagon )5 , 







. Kay Kyser (First Halt-Hour) 

• From Omaha 

CM Fall-Winter^ 

,d Section 

a\ Hooper 

both from 

On 72 NBC Day and Night shows WOW has a Hooper 
higher than the national average. On 39 shows WOW's 
plus is better than 5 Hooper points. On 9 shows WOW's 
plus is better than 10 Hooper points. On only three shows 
the Omaha Hooper is below the National average by an 
average of less than one-tenth of a Hooper point. 



590 KC • NBC • 5000 WATTS 

Owner and Operator of 


^^5 P^ 







BAB-O AD-$$$ 










The Month 2 

Applause 4 

Wag's 6 

Mr. Sponsor: 8 

Cameron Hawley 

Industry Report: 24 

New & Renew 33 

Signed & Resigned 43 

Commercial Reviews 46 

Measured Publicity 49 

Talent Talk 52 

Broadcast Merchandising 54 

Mr. Sponsor Asks 64 

Contests & Giveaways 66 

Know The Producer: 68 

Frank Hummert 

Sponsor Speaks 76 

40 West' 52nd 76 


Published monthly by Sponsor Publications, Inc. 
Executive, Editorial, ar d Advertising Offices: 40 West 
52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. 
Publication Cffices: 58C0 North Mervine Street, 
Philadelphia 41, Pa. Subscriptions: in the United 
States $5 a year; in Canada $5.50. Single copies 50c. 

President and Publisher: Norman R. Glenn. Sec- 
retary-Treasurer: Elaine C. Glenn. Editor: Joseph M. 
Koehler. Associate Editor: Frank Bannister. Ait 
Director: Art Weithas. Advertising Director: Charles 
E. Maxwell. Advertising: Edwin D. Cooper (Pac- 
ific Coast), Alfred Owen. Circulation: Milton Kaye. 

COVER PICTURE: Sponsors are grist to the mill of the 
HucksUr-in-reverse, Henry Morgan. His first network 
bankroll, Eversharp Schick Razor, however, will give him 
only one opportunity in each program to razz the boss. 

Those Borden Calves 

It seemed like just a special publicity stunt, 
Borden's sending three calves, a bull, and two 
heifers to Greece in connection with the CBS' 
Country Pair program. It wasn't. It was a well- 
integrated cooperative publicity plan to help the 
Greek War Relief whose "Give an Animal" campaign 
had arrived nowhere quickly. The result, and Hal 
Davis of Kenyon and Eckhardt's publicity depart- 
ment must receive plenty of the credit along with 
Bill Lewis, the agency's v. p., and Stu Beabody of 
Borden's, was that the relief organization received 
$300,000 directly through the program. 

Above the Call of Duty 

When a station representative plows back some 
of its profits into a public service study, that's 
news. Gene Katz iKatz Agency) sold his organiza- 
tion the idea of doing a dictionary on public service 
programing by local stations. The dictionary has 
had to be postponed for the time being, but the 
local commercial public service facts that the Katz 
survey revealed isee page 56) alone justify, to the 
sponsor, the survey being made. 

Dykeing the Commercial Flood 

There was plenty of speculation as to what 
Brigadier General Ken Dyke was going to do when 
he came back to the XBC fold in September. Xo 
one believed that his job was what the announcement 
said at the time of his appointment^ to improve 
the level of advertising on the air by working with 
agencies, sponsors, and the network's executives 
But that's just what Dyke is going to do after he's 
traveled around the country for 60 days and arrived 
at a solid basis for making recommendations. It's 
a job that has to be done. Our deep bow to 
NBC for accepting the responsibility. 

Tolerance in Strange Places 

Tolerance promotion crops up in the most amazing 
places. First Sinatra went all out for it, with '"The 
House I Live In" and more besides. Then Superman 
(MBS) took to fighting something bigger than 
giants and started the kids thinking along the lines 
of •'one world." Mr. District Attorney also eased 
in, among the things that the I). A. was fighting, 
racial intolerance and hate. More lately. Bernice 
Judis, WXKW genera] manager, was sold on doing 
20-secord spots selling tolerance by her program 
manager, Ted Cott. She's making them available 
free, to even ere through The Institute of Demo- 
caratic Education. She's using them herself on 
YYXKYY and expects to follow with spots on safety 
and other needed public education. 

W 7 A 9 

Tf JArJ ALL Q7rJS;i 
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U\/=jf H'JVi>ZH aA/lfiO 

9Men ^/ou Stay &inve 


He guarded 
five presidents 
thirty years . . . 


of the 




• 2nd best seller five 

weeks after publication 

• Sears Roebuck People's 

Book Club (this fall) 

• Featured in Omnibook, 

Life, Time, Coronet 

Exclusive Radio Rights 



NEW YORK 17 • PLAZA 5-7100 

Bing's record-making contract to 
transcribe his shows recalls the off- 
the-record prayer of a prominent 
transcription company producer: "Oh, 
Lord, forgive us our transcriptions." 
And those who transcribe against us. 

We're watching that "treat-instead- 
of-a-treatment" cigaret commercial 
theme with trembling and trepidation. 
Imagine a barren world in which 
toothpaste merely cleans, without 
also polishing the teeth, aiding the 
gums, and concealing the breath. 
And oh, how dreary and desolate to 
find gum which provides only the fun 

of chewing without also relieving 
nervous tension, assisting the diges- 
tion, and exercising the gums. Foods 
which are simply good without also 
being good for you! Products with- 
out plusses,devoid of extras! Oh gosh, 
O. G. 

One-word description of some radio 
commentators: hysteriannouncers. 

Breathes there a man with soul so 
dead as the expression on the face of 
a prospective sponsor listening to an 

From the number of "who-dun-its" 
on the air, would you draw the con- 
clusion that mystery loves company? 

Familiaradio: "And now . . ." "But 
first . . ." "You know . . ." "Say, 
folks . . ." "Mighty fine . . ." 

We once had occasion to check an 
ad-lib radio interviewer's program and 
counted, by actual and painful count, 
6,433,748 "mighty fines." Ques- 
tion: What do you do for a living? 
Answer: I'm a stenographer. Inter- 
viewer: Well, that's mighty fine. 
Q.: And where do you live? A.: I 
live in Brooklyn. INT.: Say, that's 
mighty fine. Q.: Are you married? 
A.: No. INT.: Oh, that's mighty 
fine. And so on and on and on and 
on and on. And on. 

Shortly after "The Hucksters" be- 
came the Book-of-the-Month, our 
doctor leered at us and ribbed us 
about the advertising rack — business. 
"But, Doc," we defended, "haven't 
there been similar books about the 
medical profession, and couldn't you 
yourself write a juicy one from your 
own experiences?" Looking about 
him furtively he shut the door of his 
private office and whispered, "Sh, 
I'll tell you a few of 'em that are 

Speaking of spot announcements 
which we weren't but which we like 
to, a prospective sponsor was listening 
to various audition treatments of a 
very strident selling slogan. Said 
prospect was duly impressed but 
whispered to the agency exec: "Say, 
if we're going to irritate the public, 
can't we irritate them pleasantly?" 
That's what radio needs, more pleasant 

This next item, "Ode to the Give- 
Away Programs," is inspired by, but 
NOT to the tune of, "South America, 
Take It Away." 

For a program with a rating 
You'll be loving, never hating, 
For a certified and absolute suc cess, 

For a sooper-dooper Hooper, 

And a customer recouper, 

For a program that your C.P.A. will 


Give 'em diamonds, give 'em furs, 
Give 'em horses, give 'em spurs. 
Give 'em honeymoons, complete with 

bride or groom. 

Give 'em wardrobes, give 'em hats, 
Give 'em houses, give 'em flats 
With the Chippendale and Phyffe for 

ev'ry room. 

After all, you want a show 
Which is guaranteed to go, 
So, you've simply got to give unto 

the end. 

Give the very blood of life, 

Give your children, give your wife: 

You'll be lonely, but you'll hit a 

proven trend. 

Next month, same time, same station, 
same SPONSOR. 

/. J. (Wag) Wagner is known in Chicago ad circles, and beyond, as 
a quick man with a quip. He's vp of the Olian Advertising Co. 



New KSO Transmitter 

Piercing the Central Iowa skies soon will be KSO's new 550 foot 
combination AM-FM tower, as construction proceeds on the 
station's new transmitter and building. Work is going ahead on 
the ultra modem building which will house both the new 5 kilo- 
watt AM and 50 kilowatt FM transmitters. RCA has completed 
the new KSO AM transmitter (type BTA-5F) and it is on 
display in the RCA booth at the NAB Convention this week. 

With the installation of this new equipment, KSO takes yet 
another progressive step toward providing Central Iowa listeners 
with better reception and better entertainment . . . yes, and more 
responsitv promotion for advertisers, too. In Des Moines and 
Central Iowa, your best buy's KSO. 



Basic Columbia Outlet in Central Iowa 

Murphy Broadcasting Company, Kingsley H. Murphy, President 

George J. Higgins, General Manager Heodley-Reea* Co , National Representatives 


Architect's Drawing of New KSO Transmitter Building, Des Moines, Iowa 


300 Million 

is a lot 
of money! 

Do local businessmen think 
that Washington is going to 
boom? They certainly do! 

The best indication that 
they have solid confidence 
in Washington's future is in 
the fact that they intend to 
spend $300,000,000 in the 
next two years improving 
their own facilities. 

That three hundred million 
does not include the building 
of thousands of new homes 
and apartment units. 

To reach this stable steady 
market with radio . . . put 
down the WW DC call letters. 
That's the entertainment 
station, the one they listen to. 


the big sales result 
station in Washington, D. C. 

represented nationally by 


i ameron Ilawlov 

Armstrong Cork advertising boss, who docs eveything 
but lay the linoleum 

CAMERON HAWLEY is right so often that he finds himself pushing 
around people with whom he works. That's because he doesn't 
realize that they can't keep up with him —few people can. 

He wanted the ideal formula for his daytime air show, so he took 
three days off, listened to everything on the air, and came up with tin- 
Armstrong Theater of Today. He didn't want the usual movie or Broad- 
way fodder, and free lance material was dream stuff unrelated to today's 
living, so he, himself, wrote the first script, "Welcome to Agnes," and he 
kept right on writing most of the scripts up to December 1945. He 
didn't want the usual run of daytime emoters so went out and snared 
Elissa Landi to star in the opener and he's been snaring box-office names 
ever since. (He's seen above with Helen Hayes who did his "Piper's 
Grove" for Armstrong. ) His approach to advertising on the air is to latch 
on to a quality slant and then feed Mrs. Listener "ideas" . . . ideas that 
will make her home more beautiful and livable with Armstrong linoleum. 

His yacht, he felt, was taking him away from mental contact with tin- 
people to whom he's selling floor covering, so he bought himself a farm to 
raise Aberdeen Angus cattle. Since he hopes to keep the boat and the 
farm, his co-workers feel that he's liable to have the first seagoing barnyard 
in the history of the sea and cattle husbandry. He couldn't, as Armstrong 
ad-manager, pay himself for the scripts so he doesn't write the plays any 
longer. It seems that the Saturday Er, ning Post and a few other magazines 
buy all the wordage he can turn out^and although he carries his type- 
writer wherever he goes, it still won't travel, not even for him. more than 
60 words a minute. . . . 

He's discovered at last that he can't do everything, but most ad-men 
don't believe it Tiny expect to find him actually laying the linoleum. 



50,000 WAT T S 

'TKic&tyut '& tyieate4t rfdventt&utg, Tftectiocm 




.<<^ 3 d\ 



The NBC Parade of Stars is now starting its fifth year of audience building. 

The NBC Parade of Stars material has been in the hands of alert station promotion men 
since the first of August. TMS M&B&T %$1B& tsETS TBS WOBM 

The NBC Parade of Stars fall network showcases, originated 3 years ago, were heard in 
high-Hooper times Sunday, October 13 and Monday, October 14— a three-and-a-half-hour 
sampler of the best in broadcasting. Irrjitatiorj Is trjc Sheerest Flattery 

The NBC Parade of Stars, more than ever, is decked with brilliant innovations 

and extravagant trimming — plastic bandboxes, new on-the-air promotion, listener-tailored 

space advertising. Yrm Can't Judge a Rnnk hg lis Enuer but . . . 

The NBC Parade of Stars remains — basically — proven, effective promotion of 
The Greatest Shows in Radio, frfie End Justifies the Bleaas 

The NBC Parade of Stars is made possible by advertisers, talent, stations and the network, 
all using all media, m UMOM THERE IS STRENGTH 

More listeners is the goal— more for advertisers, more for talent, 
more for the independent affiliated stations, more for . . . 



A Service of Radio 
Corporation of America 

"the best location in the nation"* 


A bow to Ihe Cleveland Elec- 
tric Illuminating Company 
which has helped to attract 
more than 100 new Industrie* 
to Northeastern Ohicwfl 
this a still richer andfl 
market place. 


Things are happening in Cleveland and North- 
eastern Ohio . . . "the best location in the nation" for 
industry and for record-breaking sales during the coming 
year . . . Employment has soared beyond the half million 
mark . . . new retail businesses are blooming (68 ( { more than in 
1940)... More than one million convention visitors in Cleve- 
land's Sesquicentennial Year have put fifty million more dollars 
into circulation . . . another one hundred twenty million is 
going into city-county face lifting, harbor improve- 
ments and new subways . . . And here, folks have a 
-: ^^^ habit of tuning to W GAR. for the Friendly 
\l/^^ Station is the "favorite station" in "the 

best location in the nation. "- 

Free Speech Mik» Soyj: 
^ "There always are plenty of the good things of life 

\ '■"S'vx tor people who stay free . . . free to live, to work, 
fo worship, to speak as they please." 

Edward Petry & Co., National Representatives 



;r,;>i /tBCWFGHIjK ' 

4J jtf./tBCDtrf.l» ! 

ibe rxfcn Of"S" i '* i - ' - 
4 8 ft. ABCOFSO ^ "7, 
the expert tjpogra , 




<3£ o 

SPONSOR is the trade magazine for the 
man who foots the broadcast advertising 
bill. As such, its objective is to do a job 
for the sponsor. That job, as we see it, 
boils down to this: 

to give the sponsor what he needs to under- 
stand and effectively use broadcast adver- 
tising in all its forms — 

to sort out the four broadcast advertising 
mediums— AM, FM, TV, FAX— in their 
present-day perspective — 

to make every line of editorial content vital 
and vivid to the sponsor — 

to look at broadcast advertising issues fairly, 
firmly, and constructively — 

to promote good broadcast advertising — 
advertising that is good for the sponsor and 
good for the listener. 


i *^f* 


1 n«o« M 

< * * 


Bab-O, first Duane Jones Advertising Agency account, is still number one among the agency's package goods clients seen above 



DAVID IIARUM and Lora Lawton 
(two daytime serials) sell over 400,- 
000 cases of Bab-0 each month. 12 
months a year. And the advertising bill, 
per case, is 38 cents. Those cents, how- 
ever, add up $1,800,000 for each 52 weeks, 
while all other media top a budget of only 

Today, and everybody involved is will- 
ing to give broadcasting a deep bow for 
the accomplishment, Bab-0 leads the 
household cleanser field in dollar volume. 
In ]<)3<>. pre-Harum and Lawton. and pre- 
Duane Jones as the Bab-O advertising 
agency man firsl as account executive at 
Blackett, Sample and Ilummert and later 
as head oi his own agency), Bab-0 ran 

seventh ill Its held. 

One premium offer completed during 
October brought in 300,000 labels and 
an equal number of quarters Both labels 


and the quarters are important. The latter 
"self-liquidated" the cost of and the han- 
dling of the premium, a "Bond of Love" 
costume piece of jewelry, which was a 
replica of an Egyptian Scarab pin said to 
be over 3.500 years old. The former, the 
labels, were the "proof of purchase" that 
every sponsor hopes to have placed on the 
line to prove that advertising is not a 
questionable expense but a legitimate part 
of the cost of doing business. 

Bab-O's development, like all planned 
growth, was no accident. I 'art of its suc- 
cess is based upon the formula developed 
by the founder of the business. B. T. Bab- 
bitt, who discovered that premiums suc- 
ceed when everything else fails. Back al- 
most 100 years ago, when he packaged soap 
for the firsl time, lie found that wrapped 
soap was suspect to both the kitchen and 
the parlor Milady had to see the clerk in 

the general store cut off a piece of soap 
from the long bar or else she was suspicious 
of the product. So Babbitt offered "panel 
pictures" in full natural color for 32 soap 
wrappers — and Babbitt's Fine Soap was a 
success. Some of the editions of the panel 
pictuas. among them the little girl and 
kitten, seen em the next page, ran as high 
as 100.000 copies. The other part of its 
modern day growth is credited to broad- 
casting and daytime serials. Pne>r te> 1936. 
Bab-O used national newspapers and 
glamour radio programing. The roto- 
gravure sections of the newspapers carried 
giant-sized advertisements of a body beau- 
tiful concealed tor the' most part only by 
a bath towel, stepping forth from a very 
mexlern bathtub. The radio programs 
brought top names of the entertainment 
world to a variety program headed by 
'Little- Miss Bab-O" Mary Small at the 
age of 1- . 


It was all very satisfying to the vanity 
of the sponsors -big names and important 
looking space in key newspapers, but there 
was always a question deep down in the 
key executives' minds— did it sell package 
products like Bab-O. The questions loomed 
very large in the minds of the Mendlesons, 
Leon, Sam and Alan, present heads of the 
Babbitt organization; in the mind of L. J. 
Gumpert, sales manager, when Duane 
Jones, stuttering, round-faced, diffident ad- 
vertising agency man , walked in and tried 
to sell the Babbitt organization on giving 
his organization its "worse markets" to 
prove his de-glamorizing ad-treatment for 
package products. He was so ingenious, 
he undersold so perfectly, that he had a 
couple of Bab-O markets that were in the 
red, before Babbitt executives knew they 
had given them to him. And before every- 
one knew what had happened he had the 
entire Babbitt account. 

Then came the revolution. He sold his 
new clients on giving three-quarters of the 
country back to the Indians, and concen- 
trated Bab-O advertising in the East and 
Northeast, the area of greatest population 
intensity and potential market. For this 
market he decided upon daytime radio, 
bought in 1936 the rights to the great pub- 
lishing success, David Harum, and a new 
daytime serial was born. The Harum homey 
philosophy was the ideal antidote to the 
over-glamourized copy slant that, scattered 
over the nation, had likewise produced 
scattered results. 

After a few what Jones calls softening 

up months, Bab-O decided to check and 
discover if anyone was listening. A horse 
with the unlikely name of Xanthippe was 
added to the Harum air family -and the 
audience asked to rename him— on the 
back of a Bab-O label. Four hundred thou- 
sand entries came in. The winner, just for 
the records, was Town Talk. 

Then came the first premium offer, a 
self-liquidating premium, flower seeds, the 
first use of seeds for this purpose. Nine- 
teen stations pulled 275,000 dimes and 
Bab-O labels, with a media cost of 3.9 
cents per inquiry. Offer after offer followed 
the seeds but never with a greater fre- 
quency than every three months. Best 
premium pull was silk stockings, which hit 
a yet to be topped return on which not 
even Duane Jones will give figures. Top 
sentimental offer was Blarney stone pen- 
dants and charm bracelets. Jones sent to 
Ireland, had 10 tons of stone dug up from 
the grounds of the Blarney Castle, and 
had the stone chipped and made up in the 
costume jewelry. It set the advertising 
trade listeners talking — they still talk about 
it — 'but it didn't top the silk stocking 

The premiums touch off Duane Jones' 
theory that it's essential to sell package 
goods and household products with "rea- 
son why" copy, but it's just as wise to use 
glamour premiums to "tease 'em into 

As networks and Bab-O sales grew, sta- 
tions were added to the David Harum chain. 

However, it wasn't as simple as that. No 
new market was added until Bab-O could 
have a "front seat" in that market. That 
meant plenty of spot announcements in an 
area prior to each local station joining the 
chain. It meant plenty of dealer selling — 
dealer merchandise to stimulate retail co- 
operation with the advertising stimulant. 
It meant sampling on a large scale— sam- 
pling in place of any "three products for 
the price of two" technique which pre- 
ceded the Duane Jones entry into the 
Bab-O picture . . . and the sampling is 
carefully done, almost always under the 
supervision of the advertising manager 
(now Robert Brenner) himself and fre- 
quently with Sales Manager Gumpert, as 
well, hitting each local area. 

It's almost as important as advertising, 
points out Gumpert, to educate the retail 
merchant to put the product where the 
customer doesn't have to break her back 
reaching for it. 

In 1942, there was more money in the 
advertising kitty and the Babbitt Board 
of Directors would have loved a little flash 
to their advertising —but Jones came up 
with a suggestion of more of the same — of 
a second daytime serial first on a second 
network and later on NBC also . . . and 
he won his point. 

If the Bab-O organization started look- 
ing at Hooperatings, instead of sales, the 
present management might be out on the 
street looking for jobs. Lora Lawton re- 
cently tagged a 3.2 and David Harum a 



2 ■ ■ 





j . 


B. T. Babbitts Lion Coffee. nismu bitimt u>or- 

- B. T. Babbitt's celebrated SOAP POWDER 


\ - 



B. T. Babbitt (left), founder of the company that bears his name, B. T. set the pace generations ago, just as the Duane Jo""" 
started premium selling. The girl and the kitten picture (right) is Babbitt combination leads in household cleaner selling today. The 
typical of the colored pictures that ran into editions of 100,000. Harper's Weekly (center) is an example of pre-premium advertising 



Dudne Jones, whose underselling to clients 
and hard-hitting heme selling to the consumer 
have helped build Bab-O, not to mention 
a $12,000,000 ad agency billing for himself 

2.7 and it was during this very period that 
they drew the 300,000 inquiries for that 
scarab pin. 

This is the same factor that has cropped 

up time and time again on programs with 
ewife appeal. Programs like Martha 
Dean WOR, -V Y. . which have tremend- 
ous Belling power, never have established 
ratingB in the rarified atmosphere of the 
l op I en Even programs with high sponsor 
identification, i e., listeners who Know who's 
paying the broadcast bills, very often fail to 
deliver Bales which compare with the rating 
and the sponsor identification figures. 

Duaiu Jones, wet-nursed in the Lord 
and Thomas (now Foote, Cone and Beld- 
ad-school and brought up in the 
Blackett, Sample and Hummert package 
goods college, has proven that for Bab-O 
and plenty of other small unit sale prod- 
ucts, daytime serials, where the shows 
carry the casts not the casts the shows, are 
best buys. 

The star on the Bab-O shows, and that 
goes for all Duane Jones placed broadcast 
business, is the product. That doesn't mean 
that Jones goes overboard with commercial 
selling on the Bab O programs. He'll be 
the first to admit, that that is one way to 
chase listeners away from air selling. And 
the reason that he buys time for his clients 
is to entice listeners to the selling factor on 
the program. His use of premiums is two- 

fold. First, it's to make them buy the 
product, sampling without a give-a-way. 
N cond, it's to make them listen carefully to 
what the announcer has to say about the 
advertised product. 

The Jones-Bab-O formula on premiums 
is never by-passed, no matter how great 
the temptation. The rule's simple "Never 
permit a premium to be a tax on the sale 
of merchandise." Premiums must be self- 
liquidating, with a maximum of 15 per 
cent of a client's budget being ear-marked 
for premiums or special promotions. 

There's an extra special factor with re- 
spect to Bab-O premiums that indu 
that it's the little things that count. The 
slightest squawk from a dissatisfied pre- 
mium customer brings a personal letter from 
ad-manager Brenner. It doesn't matter 
what the objection of the writer is. she 
really receives personal attention. That's 
a rule of both Brenner and sales-manager 
Gumpert. Dissatisfaction can snowball and 
can hurt an advertiser to such an extent that 
business will be off as much as 50 per cent 
without the advertiser knowing the reason. 
Naturally no premium satisfies every woman 
who sends in her Bab-O label and cash. 
Even if she likes what's she's receiving "at 

Bab-O's first daytime serial, David Harum, was heard in a concentrated market to start (red area). The network grew as sales and ability to mer- 
chandise expanded. Today David Harum crosses the nation, reaching shaded portions. Lora Lawton (Bab-O's second serial) also hits well out 




Glamour on the air and in the roto sections was the pre-Duane Jones Bab-O copy appeal. Neither 
the "body beautiful" nor the top names of their time featured in the Mary Small program 
did the job that the factual "it dissolves grease" produces on David Harum and Lora Lawton 

c:>st or less," the gift may arrive broken 
or the product itself may be defective. It's 
too easy to tag a letter writer as a crank and 
forget it, Bab-0 execs point out. On the 
other hand an answered squawker often 
turns into the firm's top booster. 

Not all giveaways come up with a sock 
per-inquiry pull. There were a number of 
offers that didn't begin to justify them- 
selves. There was that "dollar-value" lip- 
stick, for 25 cents and a Bab-O label, that 
nobody wanted. Women don't buy lip- 
sticks sight unseen. Milady doesn't fall 
for etiquette offers on the air either and a 
condensation of Emily Post's book that 
was selling for $4 couldn't pull enough 
quarters and Bab-O labels to pay for the 
editorial work on the digested version. 
Jones also discovered that while B. T. 
Babbitt might have started the premium 
trend with a "pretty picture" offer, a beau- 
tiful "seascape" reproduction today was 
only a "moderate pull." Culture and 
kitchen products don't drive tandem. 

A favorite premium device and one with 
which the networks are not too happy is 
working the premium into the daytime serial 
story itself. A heart appeal character 
fingers her pin followed by a memory story 
explaining how that pin came into her pos- 
session . After a number of episodes in 
which the pin figures prominently, lo and 

behold, the sponsor of the program has 
received so many letters about the pin that 
he decides to have replicas made for all 
listeners who send in a label and 25 cents. 
Reason for the network frown is that unless 
the device is very carefully handled the 
stunt cheapens the serial, loses listeners, and 
brings protests. Technically the device of 
easing the giveaway into the story increases 
commercial time without having the in- 
crease apply against the regular alloted 
percentage of advertising wordage. Jones 
has used the device and he states he can 
take it or leave it. 

Frank and Anne Hummert still produce 
the David Harum and Lora Lawton shows, 
as they did when Jones first sold Bab-O 
on sponsoring them. Other advertisers 
have changed their daytime sagas, but 
Jones permits the same shows to run along 
in their accustomed Hummert fashion, hav- 
ing the story lines changed to meet the 
times. The titles and the appeal remain 
the same. Harum currently has added an- 
other three stations to reach its highest net- 
work, 93 stations, with Advertising Mana- 
ger Brenner watching sampling in Chicago 
and San Francisco recently, to make cer- 
tain air advertising was being implemented 
by promotion . . . and the longer the 
shows are on the air the tighter the com- 
mercial copy becomes. Only last month a 

survey revealed that twice as many women 
remembered "Bab-O dissolves grease" as 
recalled the multiple claims of Old Dutch 

Singlenesss of claims was one of the key- 
stones of George Washington Hill's success 
in selling cigarettes. However, one of the 
most difficult jobs in advertising, most ad- 
vertising men stressed, is to convince a 
client to use one major claim in his air and 
black and white copy. In theory the adver- 
tiser is always ready to go along with picking 
out a "top claim" and selling it by repetition. 
When it comes to okaying copy with that 
single claim, 9 out of 10 insist on "sneaking 
in" secondary claims and thus confusing 
the man or woman who listens or reads. It's 
a human trait to want to tell "the whole 



The men who are responsible (or Bab-O's top spot in dollar sales among household cleansers 
are shown to the left. Sam Mendelson, chairman of the board and executive vice president, 
is at top. Another Mendelson, Alan, Babbitt president, is directly below. Third in the 
panel is L. J. Gumpert, sales manager, who has sold the Bab-O advertising on the firing line. 
Robert Brenner, advertising manager, is number four on the successful Bab-O sponsor team. 

story." but Duane Jones and Bab-O have 
proven. as did G. W. Hill, that it doesn't 
pay off. Tell one story Tell it tune and 
time again and it will be believed, dive the 
story the factor of truth and you have an 
unbeatable combination, like Djane, 
Babbitt, and broadcasting. 

Although it should be the simplest thing 
in the world to ascertain the number ol 
cases that products like Bab-O and its 
number one competitor, Old Dutch Cleanser, 
sell, that bit of information is held the most 
confidential of all the "trade secrets." 
As one Bab-O exec phrased it. "we don't 
want to give any firm anything to inspire 
sales drives." 

Of the Jones-Babbitt-broadcasting trio. 
the factor that's due to change most in the 
next few years is broadcasting. At the 
moment it's only audible entertainment 
plus audible advertising. Before Bab-O's 
next 20,000.000 cases (5 years) clean up 
the homes of the nation, broadcasting will 
also include FM, TV and Fax 'see The Big 
Four, page 22) From an advertising point 
of view. FM is no great problem. It will be 
simpler to integrate into any firm's mer- 
chandising plans because an exact undis- 
torted coverage area will be known and sales 
plans can be designed to cover each area 
where a station can be heard. 

TV, next of The Big Four to come, how- 
ever, adds visual appeal to sound and that 
is still, programwise and advertising wise 
an uncharted land. Duane Jones knows 
that, so last month Bab-O telecast its first 
show in association with the American 
Broadcasting Company and WABD (Du- 
Monti. Bab-O used a tested program. 
Ladies Be Seated (It had been telecast over 
WRGB, Schenectady] and added a pre- 
mium for the usual Bab-O label and 25c. 

Despite the fact that the program had 
the toughest TV competition on the air, 
Standard Brands Horn (>lass. it pulled over 
four per cent of the sets in use in actual 
premium requests. The air selling wasn't 
as smooth as it might have been but 
Walter Ware. Duane Jones TV director, 
hasn't stopped smiling yet. The returns 
proved to the Babbitt organization that 
they'll be able to hurdle the visual air 
problem when the sets-in-use justify their 
etherizing pictorially. It also justified a 
typical Duane Jones party. 

Every time Duane Jones throws a party 
for a client, an ad-friend out of his past, 
or a staff member whom he's just upped to 
a position of authority, he sings a para- 
phrase of a song out of his cap and gown 

"They say that the evens 
They ain't got no style; 

They got style all the while, 
All the while 

For the word "evens" he substitutes the 
name of the guest of honor. 

One of these days he'll throw a party 
for daytime serials and premiums and he'll 
sing "his" song soirething like this 'with 
a bit of a stutter here and ther?) — 

"They say that Serials 

They ain't tot no style, but 
Premiums ha\e style all the while. 
All the while." 

And his entire organization will, with a 
bow to B. T. Babbitt who started Jones in 
business for himself, tell the world. "Let's 
not talk advertising, let's talk arithmetic." 
for it's simple radio arithmetic that's sell- 
ing package goods for Bab-O and all the 
31 accounts that make the Duane Jones 
billing SI 2.000.000 plus. 

The Blarney Stone pendant (left, above) turned the spotlight on premium practices of Duane 
Jones and Bab-O. Though not the business promoter that less romantic offers have 
been, the Egyptian "Bond of Love" scarab pin, pulled 330,000 labels and quarters 


Grand Ole Opry is one big family. Red Foley (upper left) became one of the family when following Roy Acuff's exit he joined the t.cupe 

PROGRAMS do not have to suffer 
"Hooperdroop" doss of audiences) 
when stars take a walk. Lux Theater 
held its audience when Cecil B. DeMille 
was forced to exit. The Sealtest Program 
didn't nosedive when Joan Davis, inspired 
by a nice new $17,500 contract, left Jack 
Haley for her own CES show on Mondays. 
Even when fictional characters shift, as in 
the case of Sherlock Holmes being replaced 
on the Fetri Wine MBS airing by Gregory 
Hood, ratings can be sustained. 

When Roy Acuff. star for seven years on 
the Grand Gle Opry. decided that he wanted 
mere than folk-music men ere usually paid 
(peanuts) and turned in his notice to the 
R. J. Reynolds Company, the tcbaccc organ- 
ization had more than usual star aches. 
Acuff was almost a religion in the mountain 
music territory. He h^d sold thousands of 
song books, controlled a flour company 
featured on the Opry as the Acuff Flour 
Mills and had his own hillbilly orchestra 
which travelled with him wherever he 

— but program rating doesn't sag. Reynolds Tobacco had aches 
when Acuff left (hand Ole Opry but it's building with Red Foley 

played. A juke box just didn't snag its 
share of nickels unless it had plenty of Acuff 
difes, and they still say he could have be- 
come governor of Tennessee, if he hadn't 
decided not to run. 

So when William Esty and Company, the 
advertising agency handling the Reynolds 
account, was told the sad news, it had 
trouble, real tall corn trouble. A leasonable 
facsimile of Acuff, even one better than the 
original, wouldn't work. The circuit-rider 
hold that the exiting star had on "his 
people" wouldn't disappear just because he 
was playing one-night stands throughout 
the country to collect upon his national 
reputation. Something new had to be added 
to the Prince Albert section of the Opry that 
had hit 13.1 in December. 1945. just as it 
had in December of the previous year. 

So Esty's Tom Luckenbill went to work, 

with modern tools, to solve a back-country 
problem. With plenty cf help from his 
sponsor's organizaticn. he had a section of 
the Grand Cle ( pry audience checked, 
surveyed, p; t under the microscope and 
taken apart, to see what made it tick. 
radioly sre; king. 

At first, figures came up to haunt the 
program truth seekers. The dir-lei = wanted 
Opry just as it was. sans change. 

The first gl« m of light came on the hori- 
zon when figures began to show that 126 per 
cent of the Opry fans wanted more music. 
That indie ited one thing. The new star 
would have to be bzs cally a singer. 

Further light on tie situation came when 

the kind of music desired was tabbed as 

being no more than 30 per cent of any type 

— ballad, comic, or psalm. This meant that 

(Please turn to page 47) 



TIh» Ayer IVx ,n l'oiiii-ol-S;il<* 

Storecasting supplies the missing factor essential for a 
definitive test <>/ the impact of broadcast commercials 

CI MMERC I \I. impact is being tested 
m terms oi actual -ales through a 
formula being developed bj Matthew 
ChappellforN W.Ayer. The study is being 
made for the Vyei organization itself and 
tl.i \ 'k n> t passing the bill along t" a client. 
Figures developed from the project arc in 
- hands, hut (hey are not yet corn lated 
or evaluated. However, uiil. nut being 
weighed they reveal substantial point-of-sale 
information in relation to oral selling. 

Tlie lest was made at the Baltimore 
Markets in Philadelphia with the co-opera- 
tion ni the storecasting division of National 
Wired Music. It grew out of a request of 
tie head ui the Baltimore chain to Ayer's 
Warner Shelly for a checkup on the effec- 
tiveness of storecasting. There's nothing 
m w about wind music, storecasting, and 
corrmercials in grocery stores. A & P tried 
and discarded it years ago. Muzak, grand- 
pappy ol the music-by-wire business, tried 
a commercial wired music service for bars 
and grills without success. But storecasting 
is more than store music. It will be an in- 
creasing merchandising factor as giant 
markets become bigger and clerk selling in 
the stores shrink. The Baltimore chain 
wanted a test. Would it increase sales? 
Would it be a merchandising plus? And 
would it increase the per-person sale? 

Shelly was intrigued with the idea, sold 
Ayer on it and looked for a research man who 
would also be impressed with the possi- 
bilities. Chappell was suggested, called in 
licked his chops in anticipation of being 
able to test advertising effectiveness through 
the end product 'sales and took over. By 
this time Hay McClinton, radio chief of 
\\ri. was in the picture. He saw at once 
that what was coming up was not simply a 
study of storecasting but a test formula for 
.in commercials, and he declared himself in 
on the prom I 

The tests took 30 weeks. The first 20 
were used to establish a control set of stores 
in which the commercials would not he 
heard, and a group of stores that would he 
guinea pigs, Five different types of ccrr- 
mercials for each of seven products were 
d lor live weeks each. Inventories wen 
chicked, double-checked and rechecked 
through actual store auditing as well as 
deliveries. The check-ups wen made in 
stores which were operating under 
the ( ontrol group as 
well a- tin ston - in which the commercials 
were actually heard. The control and test 
groups were matched for normal sales 
potentials as far as humanly possible The 
loud speakers in the stores were tinned mi 
and the ten week project was under way. 

Without slide rule work certain facts have 
been uncovered. Storecasting doei increase 
store business foi the products advertised. 
It gives manufacturers merchandising in- 
formation not available through any other 
source. And since it has been proven to 
mercl andise through sound, it naturally is 
an ideal test medium for air commercials. 
Int. i vu-v ers through* m th< stores not only 
observed reactions hut saw customers go 
right ovtr to the shelves and pick up the 
product which they had just heard adver- 
i.s d. The impact was as immediate as that. 

All research is suspect until it has ; 
checked. As Warner Shelly puts it. a ]] that 
has been done thus far is to research a re- 
h method. Nothing will be available 

in detail until everything has been rechecked 
by further investigation in the same field 
and cross-checked by research in contiguous 

Results however have answered the charge 
of Thurman Arnold that advertising pro- 
motes monopoly. Every fact thus far un- 
covered has proven that an entire industry 
profits when one of its brands does an ag- 
advertising job. Typically a break- 
fast cereal commi rcial, featured in the store- 
casts, sold almost as much of the number two 
brand as it sold for itself. This case was 
admittedly extreme, because the products 
involved are very similar, although their 
tradenames are not. All other cases show 
increased product sale as well as adver- 
tised brand name sale but not to the same 
extent as with cereals. 

The case for building product use as well 
as brand name acceptance via advertising is 
only a sidelight on the Ayer-Storecast study. 
It is vital though and a comprehensive 
report on the subject will be made in a forth- 
coming edition of Sponsor. 

< I III > 


cials sold 
pany as 

Although the commer- 
the Cities Service Com- 
"operators of public- 
utilities and oil properties," Wall 
Street and the investing public- 
looked upon the Cities Service 
Quartet over WEAF and three 
other NBC stations as window- 
dressing for stock sales. The 
program was a pleasant presenta- 
tion of "instrumental and vocal 
music by the mixed quartet." 




a 37- 


ways in Melody 
piece string orchestra, soloists, the 
Cities Service Singers i Ken Christie 
Choir), and Instrumental novelties 
by members of the orchestra under 
Paul Lavalle. In the public mind 
Cities Service is an important 
factor in the gas, oil, and solvents 
business. It still purveys "pleas- 
ant" music on the air over 72 
NBC stations. 



If you're preparing to open new markets — or 
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Broadcasting today! For with Spot Radio you need 
to select and use only the markets that interest you. 

And in these markets you buy the best times 
on the best stations — choosing the type and length 
of program that best fits your audience. You are 
never limited to restricted networks, one time of 
day or one copy appeal. 

No wonder then, that now — as more and 
more products return to market — more and more 
advertisers turn to Spot Broadcasting. They know 
that because of its complete adaptability to all of 

today's rapidly changing conditions, Spot Radio 
keeps advertising in perfect timing with markets. 
A John Blair man can tell you all about it. Call 
him today. 




t * 


Th« k ;mI\ r erl isiiiu dollars slill yo lo %>l. lull all lh< k interest ilocsn'l 

BROADCASTING ison the move. The 
much touted fall depression just 
didn't arrive at stations or at the 
networks. Frequency modulation and 
television receivers are at last coming off 
production lines and facsimile test airings 
under way in 1<> areas throughout the 
U. S. A and Canada. 

The Big Four is still headed by standard 
broadcasting AM and there's certain to 
be no great challenge to its leadership for 
another 12 months. The Federal Com- 
munii ommission's decision on clear 

channel 5().<)iHi-watt stations iv scheduled 
to i>< a straddle, with only the trans- 


mitters on the Atlantic and Pacific being 
forced to share their frequencies and then 
at a distance which should not materially 
alter their coverage. The circulation 
picture of the networks and independent 
stations will not differ very much from that 
claimed at present. The networks will 
continue to add stations to consolidate and 
protect their coverage. With all chains 
using the same basis for audience claims. 
the reports of the Broadcast Measurement 
Bureau . comparisons will be easy to make 
and the ideal lor which all nets are shooting, 
blanket coverage of the V . S. A., will have 
to be BMB fact 

Mutual expects to hit its "complete 
coverage at the lowest cost" with 425 
stations. AEC is striving for more wattage 
for its present stations and expects to he 
able to make its programs available to 
every radio home in the nation with around 
Stations. Both NBC and CBS networks 
have bein growing slowly but surely during 
the past six months. The growth is their 
hedge on the FCC ruling limiting clear 
channel stations. Both of the senior net- 
works (although neither will admit I 
figures) have set their sights at 200 stations. 
They have done this, not because the BMB 
ballot type of survey would show anything 


but solid network coverage, but because 
their standards of what constitutes cover- 
age is higher at the start of the first industry- 
wide listener measurement than the meas- 
uring organization's. 

Despite the increase in number of AM 
stations, the possibilities of a fifth network 
are still nebulous. Until the American 
Broadcasting Company and the Mutual 
Broadcasting System build themselves into 
the NEC-CBS class, a new network, 
unless it is designed to fill a need which has 
not even been researched yet, will have an 
overwhelming job ahead of it. It will 
require millions, and with TV on the verge 
and FM actually getting underway, money 
will flow into these two new broadcast 
outlets rather than a competitive AM web. 

Televisicn (TV) is ready to go, despite 
the fact that station operators have dis- 
covered that it's going to cost millions to 
get into the field and build an audience 
that will justify a sponsor's putting his 
advertising budget to work with pictures. 
Present status of TV is reported upon in 
detail in "Television and the Sponsor 
Now" on page 26. It's the number two 
facet on the broadcasting diamond. CBS's 
presentations on color in video have had 
the net result of forcing license applicants 
out of the field unless they were willing 
to take great chances. Television color is 
not here, for even if the new tube being 
developed on the West coast is found 
practicable it will take from two to four 
years to set standards for it and to get 
stations operating. Color is the great plus, 
it's not the basic entertainment. It will 
enable the medium to sell better but it 
won't revolutionize pictures that fly through 
the air into the heme. 

The same thing is true of frequency 
modulation (FM). It's a better, finer man- 
ner of transmitting sound into the home. 
It will make the enjoyment of bio. dc?.sting 
available to certain sections of the nation 

which have never before been able to hear 
it without a background of noise that took 
away most of the enjoyment of listening. 
FM will enable stations to deliver to a 
sponsor an exact unvariable coverage 
picture. It will permit an almost infinite 
number of stations to serve an almost 
infinite number of areas which now take 
their radio from a remote point. In quality 
of a delivered signal into a home it's tops. 
Technically it has what it takes. What it 
does program-wise to justify its existence is 
still a big question mark. No live music 
may be heard over frequency modulation 
stations at present— and FM is the best 
carrier that music has ever had. No live 
instrumental music may be heard over a 
TV outlet either. This is a union problem. 
It has not retarded the growth of TV, for 
TV has been able to reverse the motion 
picture formula and impose a live person on 
a recorded song and make it appear as 
though the star were singing herself. 
Motion pictures do it by having the voice 
matched to the picture, TV by having the 
picture matched to the sound. 

Automatic relay stations may make it 
possible to cover the U. S. without A. T. 
& T. wire charges. This would make an 
FM network less expensive to operate and 
deliver a higher quality program, techni- 
cally, at a lower cost per thousand. The 
Westinghouse plans to link a network of 
TV and FM stations through the strato- 
sphere, with transmitters in airplanes, is 
still in the Buck Rogers stage but it ap- 
pears to be more than a Glenn Martin 
dream. This would also reduce the cost of 
delivering the programs and tests are con- 
tinuing with the sanction of the FCC. 

The final big gun in the four facets of 
broadcasting. Fax (facsimile), is very 
much in the experimental stage — operation- 
ally. It has however passed through the 
experimental phase technically in the field- 
testing area of its develor-ment. Both 
J. V. L. Hogan (Radio Inventions, Inc.) 

and Captain William (i. II. Finch have 
transmitting and receiving equipment in 

the field and a number of newspapers are 
cooperating with both of them in turning 
0U1 Fax four-column newspapers that 
ccme through the air (four pages each 
15 minutes) with the clarity of good 
printing. The field of Fax is being tested 
also by the networks as part of their daily 
operations, idea being that last-minute 
changes sent to stations via Fax can avoid 
the errors which occur through the use 
of Morse code or the conference call (Mut- 
ual Broadcasting) routine. 

The cost of Fax receivers will be com- 
paratively inexpensive (they add about 
563 to the cost of a good frequency modu- 
lation receive! I. Fax will start as a.i 
integral part of FM station operations with 
many licensees expecting their first prof.H 
from Fax sharing their FM band rather 
than FM operations themselves. Moduplex 
cpsrations, the sending of both Fax 
signals and regular FM programs on the 
same wave band at the same time, has 
not yet been okayed by the FCC, but that's 
not because it isn't feasible but because 
thus far any station moduplexing creates 
problems for the non-duplexing stations. 
The commission doesn't want to issue any 
rules which would force regular FM stations 
to go to the expense of installing special 
shielding and other electronic equipment 
just in order that some other station can 
use its waveband for a dual purpose. In 
other words at present an FM licensee 
must use his waveband for Fax or FM, 
not both at the same time. 

At present only AM, of the four broad- 
casting facets, is a profitable advertising 
medium. TV is the current program and 
commercial experimental medium. FM 
receivers are beginning to move off the 
production line, and the Fax status is 
that of being field-tested, electronically and 


Better coverage, better mea- 
surement of circulation and 
top promotion and pro- 
graming mark the present 
status of standard broad- 
casting. Local competition 
will be stiffer with licenses 
now past the 1000 mark. 


Receivers and transmitters 
for the new band are at 
long last coming off the 
production line. The static- 
less, high-quality, intensive- 
coverage medium will get 
again started proving itself 
as a factor in broadcasting. 


Television is in the area 
of experimental program 
and commercial develop- 
ment. Despite its many 
false starts it is the medium 
that holds its fans against all 
other entertainment fields. 
Its pay-off is in the future. 


The broadcast medium that 
combines the advantages 
of black-and-white adver- 
tising with the accessi- 
bility of radio is getting 
its field test baptismal. It's 
1 5 monthsaway from becom- 
ing commercial in the hcrr.e. 

Monthly Tabulation of Advertising by Categories 



COMPET] I K)\ nevt buy words, and 
iiu fa< i thai old tirrn iki Bulova 
and Benrus corn< red bt si spol 
time tations, are major 

us why watchmakers are seeking a 
program way to sell time. But it's nol 
alone because choice station break avail- 
abilities are few and far between that 
manufacturers are turning toward qi « 
vays. Years of consumer watch- 
dentification with Bulova and Benrus time 
in the air is a potent factor making watch- 
makers think of new air ways to sell. 
Ad-councils of tour sponsors in the field 
agree on time-tested, popular formulas, 
hut with a different formula in each case: 
quiz show, news and sports, popular songs, 
and music. There is in these and all cases, 

even Bulova. a willingness to experiment. 

A one-time shot doesn't usually pay 
oil. It lacks the snowball effect of repeti- 
tion. But tin- Elgin Co. sells it- tim< p 
with a terrific impact on two CBS air 
parties at Thanksgiving and Christmas. 
The Elgin, a traditional American watch, 
is tied in as a part of the American tradi- 
tion of which these two holidays are a part. 

Longines-Wittnauer, plugging the Lon- 
gines as "the world's most honored watch," 
achieves recognition of its advertising 
claim with transcriptions of "the world's 
most honored music," conducted by Michel 
Piastro. It impressed the idea in a recent 
series "The World's Most Honored Flights." 

Use of television — adding eye — to ear- 
appeal — is frankly experimental. TV time 

signals thus far reveal no new approach 
Ad-men through TV time signals are 
hedging against the day when more sets 
are available. 

Beauty and accuracy still have basic 
ear appeal. But the war and G. I.'s have 
made new buy words — sweep secondhand, 
waterproof, shock-proof cases im|)ortant. 
The air age has called for words with air- 
ways. Once the punch was delivered by- 
"railroad time." Now it's "Clipper (lights, 
timed by Gruen." Nearly all air lines have 
a watch tie-in. 

Swiss watchmakers are gunning for our 
markets. And ad-men of war-br;rn domestic 
firms are planning to try the air way of 
selling. They hear the bywords on the air 
today as the buy words of tomorrow. 






Benrus Watch Co., 
New York 

J. D. Tarcher, 
New York 

News and sportcasts on 
about 1 stations 

Time signals on about 100 

Time signals 1 0-1 5 limes weekly on 

WNBC-TV (NBC) New York; 

WCBS-TV (CBS) New York 

Bulova Watch Co., 
New York 

Biow Co., 
New York 

Time signals on more than 
250 stations. Masterpieces in 
Miniature (1 min. transcrip- 
tions). Used by jewelers on 
more than 300 stations 

Time signals on WNBC-TV (NBC) 
New York, Mon. and Thurs. 

Elgin National Watch 
Co., Elgin, III. 

J. Walter Thompson, 
New York 

Two Hours of Stars. On 
CBS Christmas and Thanks- 

Spots on WNBC (NBC) New York 
4 times weekly; WCBS-TV (CBS) 
New York twice weekly; WABD 
(DuMont) New York twice week- 
ly,- WPTZ (Philco) Philadelphia 4 
times weekly; WBKB (Balaban & 
Katz) Chicago 3 times weekly 

Gruen Watch Co., 
Cincinnati, Ohio 

New York 

Harmon Watch Co., 
New York 

Lester Harrison Inc., 
New York 

Kiernan's Corner (news), 
WJZ New York Mon. 
thru Fri. 6:06-6:15 pm 

Time signals on 67 stations in 
major markets 

Harvel Watch Co., 
New York 

A. W. Lewin, 
New York 

It's Harvel Watch Time. 

ABC, Sun. 1-1:15 pm. 

Started Sept. 15 for 52 


Spot announcements on 3 

Helbros Watch Co., 
New York 

Wm. H. Weintraub 
4 Co., New York 

Quick as a Flash. MBS, 

Sun. 5:30-6 pm. Started 

Sept. 1 tor 52 weeks 

Watch Co., New York 

Arthur Rosenberq, 
New York 

Symphonette (30 min. 
transcribed musical show). 
On about 1 50 stations 

Time signals on very small 
number stations 

Time signals on WABD (DuMont) 
New York, TWT9:30 pm 

Rensie Watch Co., 
New York 

Weiss & Geller 
New York 

Flight With Music (15 min 
transcribed show with sing- 
er Marian Hutton and guest 
singing stars each week). 
Current on 30 stations 

Waltham Watch Co., 
Waltham, Mass. 

N. W. Ayer & Son, 
New York 

Time signals on WNBC-TV (NBC) 
New York, Fri. 8 pm,- before and 
after main boxing events at Madi- 
son Square Garden,- WABD (Du- 
Mont) New York, time signals 
TWT 9 am, WPTZ (Philco) Phila- 
delphia Wed. sign-on, sign-off 

. . . WHERE and WHEN 

It's Needed Most! 

If we were an advertiser we'd make plans, right now, to 
go after a good slice of Fall business in this productive 
area . . . with the help of CKLW. We'd remember that 
this station is a live-wire . . . with heads-up programming 
around the clock . . . and 5,000 day-and-night watts at 
800 kc, to give you concentrated COVERAGE for your 
Fall and Winter schedule WHERE and WHEN it's needed 
most. We'd remember too, that CKLW has the lowest 
rate of any major station in this market ... for coverage 
per watt . . . results per dollar. Yes sir, all things considered, 
it's a change you'll welcome and a dollar value return you d 
be wise to line up with now. 

In The Detroit Area, It's 

5,000 WATTS 

AT 800 KC. 






J. E. Campeau, Managing Director 

ADAM J. YOUNG, JR., INC., Natl. Rep. Canadian Rep. : H. M. STOVIN, Toronto 



Tills franohlee la a flrat refusal on the bsst 
available times on the American Broadcasting 
Television air for one year from... (date). 
...(date)..., and an Indication that no other 
... (client). ..has exercised Its option on a 
first refusal basis. 

Tills franchise may be exercised on all owned 
and operated stations of the American Broad- 
casting Company, either on a local basis or as 
a Television Network at such time as It 
becomes available. 

Jleieuition and thz 

S,p,an&a>t tadaif 

THERE arc lour reasons for going on 
the television air, three with fairly 
solid foundations and one that's pure 
blue sky. That azure sky is the painted 
background foi all claims that products can 
be sold in any volume through a television 
program today. It will be at least 18 
months before there are enough sets in 
hoines. even in Metropolitan New York, to 
justify paying for time, not alone pro- 

Good reason number one is that taking 
a chance now will assure the chance taker. 
if he kti'i s at it. of tying onto a preferred 

tune period for the future. That doesn't 
mean that the telecast time that is con- 
tracted for now will be the exact slot for 
which the sponsor will have a priority but 
that he will have "first call" in most cases, 
wlun time is allotted in the television era. 
The actual contractual phrasing changes 
with each station but the thought behind 
all the legal terms is the same — today's 
video ad-gambler is preferred. (Phrasing 
of a typical "preferential clause" is shown 
next to the headline of this report. 

Good reason number two for "television 
now" is that it's an inexpensive way to de- 
(Please turn to page 62) 

Dr. Donald Horton, head of CBS television research, leads a panel through an analysis. (Insert is a typical parag.-aph fro-n a p:o3;am report.) 


United States Rubber dealer meeting (above) is entertained by the Cleveland Air Race pictures 
as they were scanned for ABC. (Right) a typical video tie-in advertisement. (Left) Henry 
Morgan tries to sell Adler Shoes via TV over WABD (Dumont), New York. (Below) an 
NBC— TV window display for Brooks Brothers. It really sold windbreakers and sweaters 


Tomorrow thousands will CO 
to Hawaii bi) CUPPER 

The New Trend in Radio Advertising 





Top Radio Programs • Leading Stars 

Musical • Comedy • Drama 

Greatest Audience Coverage 

Bing Crosby Enterprises, Inc. 
proudly presents 

The First in a Series of Transcribed Programs 




October 16, 1946, and Every Wednesday 

for further Information 
Everett N. Crosby 

Bing Crosby Enterprises, Inc., 9028 Sunset Boulevard, Hollywood 46, California 


PIED l»ll»l-:it CONTESTS 

Thoiisiiiiil prize* uscil ill l« k si to sn;iro kill 
far* .is iiel> I' i u I ■ I for t ln» j!i\ onilv ;iu<licm*o 

BLOCK promotion, is admittedly not 
the answer to the reaching of more 
kid ears, although it has worked 
effectively with adult programs. The 6 to 
12-year-old audience either is at the radio 
by 5 (in the case of the Mutual Broadcast- 
ing System they have to be there at I 
"eastern time" for the 6-show skein) or 
they're not. They can't be "block pro- 
moted" to listen unless they're at the 
receiver at the time the programs are 
actually on the air. The adult ear is keyed 
to listen at any time and can be sold a 
block of programs any time. The elementary 
school age listen when there's something 
"super" they want to hear. They have to 
be brought to the dial by means other than 
air promotion, although once they're ready 
to hear one program of a mood sequence 
(programs addressed to the same audience 
and of the same type i they can be held by 
cross plugging (programs plugging each 

The 1946-47 plans of the American 
Broadcasting Company and the Mutual 
Broadcasting System, over which practi- 
cally all of the commercial network pro- 
grams addressed to children are broadcast 
(with the exception of "Let's Pretend" 
(CBS) ), are trail blazers for local opera- 
tions throughout the country — -and they're, 
to a limited degree, local in their operations 

AEC has adopted a technique used for 
years by manufacturers of new products 
who desiie a door -opener to the public 
purse. The web has purchased one-third 
page to run a great prize contest. In full 
color in Puck, the comic weekly (Novem- 
ber 10th i, and in the Metro Group comics 

(Novembei 24th). The combined ciicula- 
tion of both syndicated newspaper sections 
is 18,000,000, when the special newspapers, 
not in the regular groups but bought by 
ABC as part of the deal, are included. These 
ads, in typical kid premium fashion, teas- 
ingly, show six prizes which are junior's oi 
his sister's for the best writing in 50 words 
or less of the end of the sentence. "I pi 
(name of program ) because . . .." There 
an 100 of each of the prizes from the first 
Huffman bicycles) to the fifth award (Uni- 
flash Cameras), with 500 of the sixth 
awards (Wearever Zenith Pen and Pencil 
sets). There are 100 Gruen wrist watches, 
100 Philco radios, and 100 Don Budge Ten- 
nis Rackets (each of the last with 3 balls). 

The young listeners are asked to tune in 
the AEC Adventure Hour, which includes 
Terry and the Pirates (Quaker Oats), Jack 
Armstrong (General Mills), Sky King (Peter 
Pan Peanut Butter), and Tennessee Jed 
i Ward Eaking — Safeway Stores). After a 
week they're asked to select the program 
they "prefer," write and say why, in "less 
than 50 words." 

The formula is duck's soup — it's that 
easy; but millions of package products have 
been sold by the device, and normal ex- 
pectations are that it will bring thousands 
of small ears to the ABC kid four. And the 
comic selections aie only part of the pro- 
motion. Each program will sell the idea, 
featuring one of the prizes. Spot announce- 
ments, slanted so that half are for juvenile 
ears and half are for the parents, are sched- 
uled all over the lot. 

No product mentions are included in the 
promotion. The contest job is to get more 
listening for the four programs — -with the 

programs themselves having the job of 
selling product. Selling the progra 

i "i ili. 1-page, - -color liver supplied 
i" si i indh idual stations imprint 

then call letters on I and it 

itional mini 

handbills, use suggi 
copj for car cards and dash carcK I 
sponsors ol the lour programs are making 
available window sti for their deal- 

counter throw-aways, and display 
all stressing the programs and 
prize contest, not products. The point-of- 
sale advertising promotion is geared to go 
right along with the national prize build-up 
of the entire hour. 

And to avoid the promotion's falling 
apart, come the time for making the awards, 
; t's planned to announce 100 prize winners 
daily, with 25 winners informed on each of 
the four programs, starting with the 100 
camera winners on January 13th and end- 
ing with the 100 bike awards on the 17th. 
That's a solid impact way to keep them 
listening to all four programs and at the 
same time avoid cluttering up the programs 
with too much verbiage. 

And the promotion doesn't end with the 
network announcement of the gifts. The 
presentations are to be made by the local 
stations in the areas where the w ; nners 
live. This gives the local station manager 
an opportunity to arrange an extra one- 
time program for a key dealer of an on-the- 
air presentation, with plenty of fanfare, 
which adds to the overall program pro- 

The entire exploitation budget is cut up 
five ways with each sponsor and the net- 
work bearing 20 per cent of the cost. 
(Actually the station chain will pay more 
than one-fifth mathematically but the plan 
was okayed on the five-way basis.) The 
agencies and the men who pay the bills 
feel that each is buying a program build-up 
(including time, advertising, prizes, and 

(['lease tti rti to Pay 

Reaching the young idea through contest advertising in the nations Sunday newspaper comics is catching juvenile audiences at their source 

J*t«n t» tt>« four r»dm pmen 
ih* right. See r«dx> [,-•*-. <n 

siiii:. Print, l*osi . . . 

I hr i heme i 'ha iijjei h \oi 

The words and accent vary, but the survey indicates that the 
copy slant remains constant in this ever changing ad-world 

Tin- difference is microscopic. The words 
that are aired and the phrases that come 
in life through printer's ink all come from 
tin same edition ol Webster's International 
in the offices ol the advertising agencies. 
I in ad-appeal that's sung with minor 
variations, is identical with the invitation 
to buy which rolls off high-speed pressi s. 

Maybe the superlatives sound different 
when Ben Orauer puts his business-like 
mikeing to work but the intent differs not 
a hairline from the same words set in art 
in the Saturday Evening Posl. And a recent 
survey underlines the fact that agencies 
play the same theme in all media. 

A typical mid-season fortnight of broad- 
casting was chosen foi the comparison test 
(January 6th to 20th). Commercial for 
commercial, the copy was matched against 
that appearing in national publications. 
Network and national spot copy was 
matched with advertising appearing in the 
Saturday Evening Post (January 26th), Col- 
lier's (February 2nd), Life (January 21st), 
Time (January 21st . Anurican Magazint 
(February), and Woman's Home Com- 
panion (February). 

Air commercials were selected for the 
survey from each day of the week, except 
Saturday. Fifteen sponsors using radio and 
magazines showed practically no difference 
in their copy. Ten out of the 15 used ex- 
actly the same superlatives 

Camel's slant in the magazines headlined 
"More Doctors Smoke Camels," and 
stressed "costlier tobaccos." On the Abbott 
and Costello broadcast (January 10th) the 
medicos' implied endorsement was punched 
far less than it was in print. The way it 
came out of the loudspeakers was: "Doc- 
tors, too, appreciate the rich full flavor of 
Camels." Abbott and Costello also gave 
fullsome praise to Camel's "costlier to- 

Chesterfield's printed ad-selling stressed 
its current A B C copy slant (Always 
milder. Better tasting, Cooler smoking and 
thej used the same bid for patronage on 
local disk-spinning sessions throughout tin 
nation as well as on the Supper Club net- 
work airings The supplementary invita- 
tion to buy body copy i also established 
the same note, "the right combination of 
the world'- besl tobaccos, properly acid " 

While tlie survej indicated that air cops- 
showed verj little inventiveness, it also 
proved, as far as a pilot stud) can prove 
anything, that broadcast advertising, ii it 

ened at all, erred on the side of modify 
ing all-inclusive product claims. Fire- 
stone's magazine claim of "Always the 
leader in Extra Quality and Extra values 
. . . the only tires made that are safety 
and mileage proven on the speedway for 
your protection on the highway" was cut 
down, on the Voice of Firestone, to simply 
"extra quality," "extra value," "utmost 
safety in service." 

Sal Hepatica's printed "gentle, speedy" 
became on Mr. D. A. —"see how much 
faster you feel better when you drink a 
sparkling glass of speedy Sal Hepatica." 
That's not a great change but the "claims" 
are shaded despite the handling by the 
program's smooth announcer. 

The anti-commercial clique will find lit- 
tle solace in the Oxydol's air advertising 
when they contrast it with its far-reaching 
claims which run in magazines. The soap's 
printed appeal states that it produces the 
"whitest wash ever. Oxydol is far ahead of 
other type soaps in preventing 'dirty gray- 
ness." On the air. Ma Perkins carries the 
wordage, "a wash so clean it's white with- 
out bleaching." 

Continuity clearance departments at sta- 
tions and networks watch carefully, and 
while in print Philip Morris is "America's 
Finest Cigarette," on the air that all- 

inclusive "finest" is hedged with "popular 
price," BO that the announcer tells the world. 
or at least that part of k that's tuned in. 
that Philip Morris is ••America's Finest 
I opular Price Cigarette." While that 
Covers a great deal oi ground it's nothing 
like Philip Morris' claims in its magazine 

Sixteen advertisers who are not using 
the air had their copy checked in the sur- 
vey to uncover whether their use of super- 
lative s was just as colorful as that of those 
who used both air time and Space. General 
opinion was that, without the restraining 
influence of that "clearance" department, 
the adjectives had the tendency to run a 
little wilder. 

Packard became "America's Number One 
Glamour Car." 

Simmons' Beautyrest is proclaimed "The 
World's Must Comfortable Mattress." 

Fleischman's Gin flourished itself as 
"making America's most delicious Mar- 
tinis" while Park and Tilford was "the fin- 
est tasting whiskey of its type in America." 

Adjectively speaking, national network 
ad-copy as well as national spot-air copy 
was checked as being more restrained than 
its type sister. However, inventiveness was 
indicated at the same time as being just as 
good as the copy used on newsprint and in 
"slick" magazines ... no better. 

Typical of what's "off base." according 
to the men who know most about advertis- 
ing copy at the networks and stations, is 
that "original copy" slants are seldom 
produced with the air in mind. Typically, 
they point to the reaction of the copy 
writer at a leading Four A agency, who. 
when asked if he wanted to see how the 
producer, who had sold a show to his 
agency, had integrated advertising into the 
program, stated. "You write the program, 
I'll write the advertising." 

"Yes. who is il?" 







IB \ear- an tidvertish 
Director oi \alinnal Sa 
member 1945 NAB Sales 
Committee; K year- ma 
alive firm. \\ ' j years a* V 
Chicago manager; 9 years Ht 

Photo by Bachroch 

e: executive. 1 yea 

■,. Field Enterprises 

Managers' Execuliv< 

station Represent 

together again,... 

October 2'2. 1946 is a Red Letter day in the history of radio 
station representation. On that day, .1. \\ . Knodel, for the 
past year Director of National Sales of the Radio Division 
of Field Enterprises, Inc., and for the previous eight years 
prominentl) identified with radio station representation, 
joins this companj as Executive Vice-President. Simultan- 
eously, the name of the company will be changed from 
Lewis II. Avery, Inc., to Wery-Knodel, Inc. 

Somewhat immodestly, we admil that the first year ol 
business of Lewis H. Avery, Inc., was even more successful 
than we had dared to hope. Now. fortified with the extensive 
experience of Hill Knodel in advertising and selling, we look 
forward confidently to the provision oi even greater service 
to radio stations, advertising agencies and advertisers. Our 
constant aim and objective remain- ... to bring the business 
of radio station representation out of the doldrums ol pas- 
sivity into the realm of aggressive activity. 


Lewis II. \\ itv — President 
.1. W. Knodel— Vice-President 
B. P. Timothy — Secretar\ 
Arthur 11. McCoj — Treasurer 
David H. Sandeberg — Directc 

WS Al 














Your SALESMAN in Cincinnati! 


A friendly, sincere voice started selling to Cincinnatians over WSAI 
on September 30. The voice belongs to Earl Seaman, whose show reaches 
WSAI listeners twice daily. 

Broadcast from 7 to 8:30 a.m., Monday through Saturday and from 
1:45 to 2:30 p.m., Monday through Friday, this program of recorded 
music and the homely, to-the-point words of Earl Seaman has what it 
takes to make people go places and buy things. 

Convinced that the law of averages will never be repealed, he en- 
forces it in what he says on the air to build audiences and sales for 
advertisers. His remarks are developed from research into topics which 
are of proven interest to women and they are presented in the sure, 
unhurried manner of the man who has something to say. 

Nothing succeeds like sincerity in selling, and sincerity is the key 
to Earl Seaman's handling of commercials. He accepts no products that 
he does not personally believe in. Those that he does advertise benefit 
from his individualized description of their merits based on personal 

Participations in the morning "Earl Seaman Show" are now available 
to advertisers. The afternoon "Earl Seaman Show" is likewise available 
— in combination with the morning program — for a sales campaign of 
impact plus frequency which will equal real results in the market which 
is Greater Cincinnati. 


Represented by Lewis H. Avery, Inc. 
American Broadcasting Company 




new and renew 


New- On Netwo^Uu 




PROGRAM (start and duration) 

All-America Football Conference 
American Cigarette and Cigar Co. 

Frederick-Clinton MBS 

Foote, Cone & Belding NBC 


G. Barr Co. 
Campbell Soup Co. 

Arthur Meyerhoff 
Ward Wheelock 



Canada Dry Ginger Ale 

J. M. Mathes 



Carnation Co 

Erwin, Wasey & Co. 



Champion Spark Plug Co. 
Cole Milling Co. 

Cudahy Packing Co. 
Eversharp Inc. (Schick^Razor) 
Gallenkamp Stores 
General Foods 

General Petroleum Co. 

Hastings Mfg. Co. 
Horwitz & Duberman 

Luden's Inc. 

Miles Laboratories 

National Board of FirelUnder writers 

Parker Pen Co. 

Phllco Corp. 

Prince Matchabelli Inc. 

Proctor & Gamble 

Prudential Insurance Co. of America 

R. J. Reynolds Tobacco Co. 

R. B. Semler 

Standard Oil Co. of Calif. 

Triangle Publications 
Trlmount Clothing Co. 

U. S. Army Recruiting Service 
Wlldroot Co. 
Wildroot Co. 

MacManus. John & Adams ABC 
J. Walter Thompson 
Ted Bates 

Grant Advertising 

Biow Co. 

Bruce Eldridge Advertising ABC: 

Benton & Bowles 

Smith & Drum 

Keeling & Co. 
Sterling Advertising 

Roche, Williams & Cleary 
J. M. Mathes 

Walter Wade 
J. Walter Thompson 
Hutchins Advertising 
Hutchins Advei tising 
Morse International 
Pedlar & Ryan 
Benton & Bowles 

Wm. Esty & Co. 

Erwin, Wasey & Co. 


Al Paul Lef ton 

Wm. H. Weintraub & Co. 

N. W. Ayer & Son 














7 Pacific 


















Eddie Dooley's All-America Football Forecast, Thurs. 1U- 

10:15 pm; Sept. 5 for 15 weeks 
The Fabulous Doctor Tweedy, Wed. 10-10:30 pm; Oct. '2 

for 52 weeks 
The Shadow. Sun. 5-5:30 pm; Sept. 8 for 39 weeks 
Robert Trout with the News 'Til Now, Mon. thru Frl. 6:45- 

7 pm; Sept. 30 for 52 weeks (expanded to full network) 
Sparkle Time. Fri. 7:30-8 pm (rebroadcast 11:30-11:55 pm ; 

Oct. 4 for 52 weeks 
Lone Journey, Mon. thru Fri. 2:30-2:45 pm; Sept. 30 for 

S2 weeks 
Champion Roll Call. Fri. 9:55-10 pm; Oct. 4 for 52 weeks 
Smi'in'Ed McConnell, Sat. 10-10:15 am; Oct. 5 foi 52 weeks 
A Day in the Life of Dennis Day. Thurs. 7:30-8 pm (88 

stations); 9:30-10 pm (50 stations) 
Nick Carter. Sun. 6:30-7 pm; Sept. 15 for 52 weeks 
Henry Morgan. Wed. 10:30-11 pm; Oct. 16 for 52 weeks 
Patsy Novak, Sun. 8:30-9 pm (PST); Sept. 29 for 52 weeks 
Buck Rogers, Mon. thru Fri. 4:45-5 pm; Sept. 30 for 52 

Mobil Touchdown Tips, Mon. 6-6:30 pm (PST); foi 13 weeks 

Michael Shayne, Tues. 8-8:30 pm; Oct. 22 

Judy 'n Jill 'n Johnny, Sat. 12-12:30 pm; Oct. 12 for z>2 

Pot O' Gold. Wed. 9:30-10 pm; Oct. 2 for 52 weeks 
Hoagy Carmichael Sings, Sun. 5:30-5:45 pm; Oct. 20 for 

52 weeks 
Quiz Kids. Sun. 4-4:30 pm; Sept. 29 for 52 weeks 
Sat. 3:30-4 pm; Nov. 3 

Information Please, Wed. 10:30-11 pm; Oct. 2 for s2 weeks 
Burl Ives, Fri. 8-8:15 pm; Oct. 18 for 52 weeks 
Philco Radio Time, Wed. 10-10:30 pm; Oct. 16 for 39 weeks 
Stradivari Orchestra. Sun. 2:30-3 pm; Oct. 6 for 26 weeks 
This Is Hollywood, Sat. 10:15-10:45 pm; Oct. 5 for 52 weeks 
Jack Berch Show, Mon. thru Fri. 11:30-11:45 am; Sept. 30 

for 52 weeks 
Vaughn Monroe Show, Sat. 7:30-8 pm (rebroadcast 9-9:30 

pm); Oct. 12 for 52 weeks 
New Adventures of Sherlock Holmes, Sat. 9:30-10 pm; 

Oct. 12 for 52 weeks „ . 

Standard School Broadcast, Thurs. 10-10:30 am; for 26 

It's Up to Youth, Wed. 8:30-9 pm; Oct. 2 for 58 weeks 
The Warden's Crime Cases, Sun. 1-1 :15 pm; Oct. 20 foi a2 

Game of the Week, Sat. 2:30-5 pm; Sept. 28 for 10 weeks 
Sam Spade, Sun. 8-8:30 pm; Sept. 20 for 52 weeks 
King Cole Trio Sat. 5:45-6 pm; Oct. 19 for 52 weeks 

{Fifty-two weeks generally means 

a 13 week contract with options for 3 successive 13 week renewals. Ifs subject to cancellation at the end of any 13 week period) 

Renewal* On Network*. 




PROGRAM (start and duration) 

Allis Chalmers Mfg. Co. 
American Home Products 

American Tobacco Co. 
Brown Shoe Co. 

Cary Salt Co. 

Club Aluminum Products Co. 

Coca-Cola Co. 

D. L. & W. Coal Co. 

Eversharp Inc. 

General Foods 

Bert S. Gittlns Advertising NBC 
Dancer-Fitzgerald-Sample CBS 

Foote, Cone & Beldlng NBC 

Russel M. Seeds Co. NBC 

McJunkin Advertising MBS 

Trade Development Corp. ABC 

D'Arcy Advertising MBS 

Ruthrauff & Ryan MBS 

Blow Co. CBS 

Foote, Cone & Belding CBS 

Benton & Bowles CBS 




National Farm & Home Hour, Sat. 1-1:30 pm; 52 weeks 
Romance of Helen Trent, Mon. thru Frl. 12:30-12:45 pm; 

Sept. 16 for 52 weeks 
Our Gal Sunday, Mon. thru Frl. 12:45-1 pm; Sept. 16 for 

52 weeks 
Jack Benny, Sun. 7-7:30 pm; Sept. 29 for 13 weeks 
Smilin' Ed McConnell and His Buster Brown Gang, Sat. 

12:30-1 pm; 52 weeks 
The Shadow. Sun. 5-5:30 pm; Sept. 8 for 39 weeks 
Club Time, Mon. 10:45-11 am; Oct. 14 for 13 weeks 
Spotlight Bands, MWF 9:30-10 pm; Sept. 9 for 29 weeks 
The Shadow, Sun. 5-5:30 pm; Sept. 8 for 39 w_>eks 
Take It or Leave It, Sun. 10-10:30 pm; Sept. 15 for 52 weeks 
Kate Smith Sings, Sun. 6:30-7 pm; Oct. 6 for 52 weeks 
Kate Smith Speaks, M-F 12-12:15 pm; Sept. 23for52weeks 
House of Mystery, Sun. 4-4:30 pm; Oct. 6 for 52 weeks 




PROGRAM (start and duration) 

GrOTC laboratories 

Helbros Watch < ... 

Inn rnational llurMMir ( o. 

I i a la-Howe ( So. 

MiK •> Laboratories 

Pet Milk Co. 

Radio Corporation of America 
Kalston Purina Co. 

Revere Copper & Brass Co. 

R. J. Reynolds Tobacco Co. 
W. A. Sluaflir Pen Co. 

K. R. Squibb & Sons 
Stirling Drug 

Swift & Co. 

Teen-Timers Inc. 

I . S. Rubber ( !o. 

Wander Co. 

L. E. Waterman & Co. 
Western Auto Supply Co. 
Whitehall I'harmacal Co. 

W m. H. W ise & Co. 
Wm. Wrigley Jr. Co. 

Russel M. Seeds Co. MIC 

William Weintraub MBS 

M. < ami- 1 r ii kson NBC 

Roche, Williams & Cleary Mil. 

Wade Advertising NBC 

Gardner Advertising CBS 

i Walter Thompson NBC 

Cardncr Advertising MBS 

St. Georges & Keys MBS 

William Kstv & Co. CBS 

Russel M. Seeds Co. NBC 

Ccyer. Cornell & Newell CBS 
Dancer-Fitzgerald-Sample NBC 

J. Walter Thompson; 
Mi ( .mn-l.rii kson 
Buchanan & Co. 
Campbell- Ew aid 

Hill. Blackett & Co. 

Charles Dallas Reach 
Bruce B. Brewer & Co. 
Ruthrauff & Ryan 

Iluber Hoge & Sons 
Ruthrauff & Ryan 





















Reveille Roundup. MWF 7:45-8 am (25 stations): 8:45-9 am 

(70 stations): 9:45-10 pm (24 stations); 52 weeks 
Sun. 5:30-6 pm; Sept. 8 for 61 weeks 
Harvest of Stars. Sun. 2:30-3 pm; Oct. 6 for 52 weeks 
A Date With Judy. Tuts. 8:30-9 pm; 52 weeks 
News of the World. Mon. thru Frl. 7:15-7:30 (TT. 32 sta- 
tions; MWF. 140 stations) 
Saturday Night Serenade, Sat. 9:45-10:15 pm; Oct. 5 for 

52 weeks 
Mary Lee Taylor. Sat. 10:30-11 am; Oct. 26 for 52 weeks 
RCA-Vii tor Show. Sun. 2-2:30 pm ; for 52 weeks 
Checkerboard Jamboree. Sat. 1-2 pm; Oct. 5 for 52 weeks 

(1-1:30 Farm Food Div., 222 stations; 1:30-2 Cereal Food 

Div.. 157 stations) 
Exploring the Unknown. Sun. 9-9:30 pm; Sept. 8 for 52 

The Bob Hawk Show. Mon. 7:30-8 pm; Sept. 30 for 52 weeks 
Sheaffer Parade Starring Carmen (Savalarro, Sun. 3-3:30 

pm; 52 weeks 
Academy Award. Wed. 10-10:30 pm; Sept. 25 for 52 weeks 
Backstage Wife. Mon. thru Frl. 4-4:15 pm 
Stella Dallas. Mon. thru Frl. 4:15-4:30 pm 
Lorenzo Jones. Mon. thru Fri. 4:30-4:45 pm 
Young Widder Brown. Mon. thru Fri. 4:45-5 pm 
Each for 52 weeks 
Breakfast Club, Mon. thru Frl. 9:15-1:45 (EST); Oct. 28 

for 52 weeks 
Teentimers Club. Sat. 11-11 :30 am; for 52 weeks 
New York Philharmonic Symphony, Sun. 3-4:30 pm; Oct. 

6 for 28 weeks 
Captain Midnight, Mon. thru Fri. 5:30-5:45 pm; for 67 

Gangbusters. Sat. 9-9:30 pm: Sept. 14 for 52 weeks 
Circle Arrow Show, Sun. 10:30-11 am; Oct. 6 for 52 weeks 
Front Page Farrell, Mon. thru Fri. 5:45-6 pm (69 stations); 

52 weeks 
Just Plain Bill, Mon. thru Fri. 5:30-5:45 pm (70 stations); 

52 weeks 
William Lang, Tues. 11:45-12 am; Sept. 17 for 52 weeks 
Gene Autry Show, Sun. 7-7:30 pm; Sept. 22 for 52 weeks 

( H here no exact renewal dale is indicated, the show is a continuous operation and renewals a matter of form, printed for the record) 

A/eiv and Renewed On ^eleiuAian 




PROGRAM (start and duration) 

Alexander Stores 

Borden Co. (Reid's ice 

Botony Worsted Mills 

Bristol-Myers (Ipana, 

Bulova Watch Co. 

Chi rn< w Agi nry 

(for clients) 
Elgin Natloi al Watch Co. 
1 in stone Tire & Rubber Co. 
Ford Motor Co. 

Goodyear Tire & Rubber Co. 
I i iiiius-H ittnauer 

Watch Co. 
U, S. Rubber Co. 

Waltham Watch Co. 

W illiam Warren 

Doherty. Clifford & 

Alfred Silberstein- 

Bert Goldsmith 
Doherty. Clifford & 

Slu ii field 
Blow Co. 

WABD New York (DuMont) 

An ABC account. 
WCBS-TV New York (CBS) 

WNBC-TV New York (NBC) 

WCBS-TV New York (CBS) 

WNBC-TV New York (NBC) 

Chernow Agency WABD New York (DuMont) 

An ABC account. 

J. Walter Thompson WNBC-TV New York (NBC) 

Sweeney A James WNBC-TV New York (NBC) 

J. Walter Thompson WABD New York (DuMont) 

WCBS-TV New York (CBS) 

Play the Game, Tues. 8-8:30 pm; Sept. 10, 10 weeks (new) 

Weather reports. Sun. & Thurs. 8:30 pm; Sept. 15, 52 weeks 

Time signals. Sat. 8:45 pm, & preceding football games; Oct. 

5. 26 weeks (new) 
Syd HoS cartoon. Sun. 8:30-8:45 pm; Sports Almanac, films 

of sport events. 8:45-9 pm; Sept. 8. 52 weeks (new) 
Time signals. Mon. 8 & 11 pm; Thurs. 8 & 10 pm; Sat. 1 :I5. 

5 pm; Sept. 5, 26 weeks (renewal) 
Powers Charm School, Thurs. 8-8:30 pm; Oct. 3, 13 weeks 

Time signals. Sun. 8, 10 pm; Oct. 6. 26 weeks (renewal) 
Educational films. Mon. 8-8:15 pm; Sept. 30. 26 weeks (renew) 
8 professional football games. Yankee Stadium; Sept. 12 (new) 
Collegiate football; sports at Madison Square Garden other 

than boxing; Sept. 28. 52 weeks (new) 
10 Army football games. West Point. New York; Oct. 5 (new) 
Time signals, TWT 9:30 pm; Sept. 30. 52 weeks (renewal) 

N. W . Ayer & Son WNBC-TV New York (NBC) 
Arthur Rosenberg WABD New York (DuMont) 

Campbell-Ewald WNBC-TV New York (NBC) TV Quarterback, football discussions by Lou Little, Fri. 8- 

8:15 pm; Sept. 27, 13 weeks (new) 

N. W. Ayer & Son WNBC-TV New York (NBC) Time signals. Wed. 8,9:15pm. Fri. 8, 11 pm;Sept. 18. 26 weeks 


Aeiu /Jaencu Ap.pxUnt+ne*tti 


PRODUCT (or service) 


Aberle Inc.. Philadelphia Women's stockings 

Adam Hat Works. V Y. Men's hats 

Airadio Inc.. Stamford. Conn. Radio receivers 

American Chicle Co., V V Chewing gum 

Hates Fabrics Inc., N. V. Bedspreads, draperies, sheets 

Bridgeport Film Studios. Bridgeport. Conn. Film processing. 

( laussner Hosier] Co., Paducah, Ky. Hosiery 

M.irj Chess Inc., N. Y, Cosmetics 

Colin Hall Marx Co., V Y. Cohama fabrics 

Kaj Daumll Inc.. Chicago Toilet goods 

to C hem i ca l Co., Vrcadla, Fla. Insecticide 

M. II. Hackett Co.. N. Y. 

Biow Co., V V. 

Sherman & Marquette, N. V. 

McCann-K.rii kson. Sao Paulo. Brazil 

James P. Sawyer Aasociatea, N. Y. 

Posner Advertising. \. V. 

Prater Advertising. St. Louis. Mo. 

Rov s. Durstine, V V. 

Foote. Cone & Belding. N. V. 
Hill Blackett & Co., Chicago 
McCarthy Advertising, Tampa. Fla. 

(Please turn to page ', ',) 



IN BOOKS— Philo Vance books 
broke all publishing records. 

IN POCKET-BOOKS— now read 

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IN MAGAZINES— read by millions 
in American-Scribners-Pictorial Re- 
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IN PICTURES— 12 big budget mo- 
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top audiences. 







Based on S. S. Van Dine's famous character as depicted in 
"The Canary Murder Case", "The Benson Murder Case", 
"The Greene Murder Case" and many more, this thrilling 
new half hour detective show means more listeners per 
dollar. Currently sponsored by leading regional sponsors . . . 
a large cigar manufacturer ... a famous brewer ... a 
West Coast gasoline company, etc. 
Write for availabilities. 

h o i i y w o ' 

Tests prove conclusively that Lum and Abner do better commercially when their country store broadcasts originate at a local station 

Rural Sales are made in lliinil ll.iilri\ 

SaVS Mih's I jiImm.Hoi irs 

isn't given to change. Once they've 
i ImKrd a device, program, adver- 
tising approach, or medium, they ride along 
with it until the gold in each particular hill 
is worked out. True, there's been a consid- 
. rabl« diffen nee internally on the approach 
thai a number of programs have taken. 
No Miks' program, however, continues on 
the air lor any length ol time alter its selling 
vitality has been sapped alter it costs too 
much per packet of Alka Seltzer. One-A- 
Day Vitamins, I>> Miles Nervine oi Miles 
Anti-Pain Pills, 

This year there has been plenty of change 
in the Miles broadcast advertising picture. 
Quiz Kids has moved from Sunday evening 
on the American Broadcasting Company to 
afternoon of the holy day on NBC. The 
National Barn Dance has been replaced 
with Roy Rodgers' western corn .... and 
more chances are m the works. 

The immediate reasons for the changes 
aie trade secrets at the moment, but the 
over-all plan, one that's been in the works 
for a long, long time, is to reach the greatest 
audience, unduphcated audience, lor the 
Miles products, 

Miles takes nothing for granted. Every 

change is checked, pie-tested. They use 
Nielsen. Hooper, and other research organ- 
izations m the usual ways and m many un- 
orthodox fashions which have not as yet 
been reported upon. Miles has for years 
had its greatest sales in the rural areas. It's 
Historical Almanac. 10.000,000 copies a 
year, was 52 years old before the paper 
shortage killed it. It sold, so the Beardsley 
family believed Miles is headed by a num- 
ber oi Beardsleys), products like Nervine 
and the Anti-Pain Pills in a way that no 
other vehicle did. However both these 



products, research developed, were gather- 
ing dust in thousands of drug-stores through- 
out the country until a new program, never 
heard on the networks or in the big cities, a 
one-minute daily Miles Historical Almanac, 
was placed on 130 stations (handled through 
the Keystone Network). Now both of these 
products are going so well (according to good 
Washington sources') that they are under 
investigation by the Federal Trade Com- 
mission. There's no dust on Nervine or the 
Anti-Pain Fills and it took the radio version 
of the Miles Historical Almanac to dust 'em. 
The one-minute broadcast is doing a good 
part of the job that millions of printed 
Almanacs did. Credit Charley Beardsley 
himself for seeing this possibility and having 
it checked for Miles' use. 

It is checking and double checking that is 
responsible for any changing in the Miles 
broadcast pattern. It was some years ago, 
actually in 1941, that the sales promotion 
department came up with the amazing in- 
formation that although Miles sold basically 
in rural markets there were hundreds of 
markets which only received secondary or 
tertiary service. So a test rural market and 
a test rural group of stations were selected, 
and the Nielsen Drug Index research organ- 
ization was hired to make an inventory 
check in a panel cross section of drug stores 
before the first broadcast and after 26 weeks 
on the air. Result showed that the rural 
station cities were 28 per cent ahead of all 
other markets after the 26 week local in- 
town station broadcasts. The check was 
made not against previous sales in these 
markets but against current sales in all 

Not the Program 

No, the secret wasn't the program, be- 
cause it was simply an off-the-line transcrip- 
tion of the regular Lum and Abner program, 
heard four times a week on AEC. Even if it 
could be claimed that the Lum and Abner 
program is closer to the heart of the small 
town than any other place, that still would 
not be the answer because some of the 
stations surveyed were, according to O. B. 
Capelle, "In towns blanketed by wired 

Coverage from within, as contrasted with 
super-power coverage from without works 
best, if the Miles checkup can be projected 
generally, with programs primarily of rural 
appeal. To feed everyone, sophisticate and 
general store owner, with the same kind of 
fare, doesn't make sense. More than not 
making sense, there is a certain home-town 
pride which makes a localite tune-in his in- 

town station in preference to one in a remote 
city, programs notwithstanding. 

And the figures, the Miles figures, prove 
this, beyond the 28 per cent increase which 
Nielsen brought forth on the original drug- 
store inventory survey. Shortly after Lum 
and Abner was brought to the one-station 
towns via Keystone Broadcasting, Miles 
aired a free picture offer. They expected 
50 requests from each of the 130 stations. 
That would have brought in 6,500. Actually 
62,500 requests came in. or almost 500 per 
station, according to a station check-up. 
Miles' own figures are 101,666 picture 
requests, which is nearly 900 per station. 
The difference between the station figures 
and Miles' is no doubt accounted for by 
requests coming in direct, etc. 

Miles Proves In-town Coverage 

Contrasting the in-town stations' share 
of audience vs. an entire network's share 
underlines the fact that Miles was correct 
in going rural via rural stations. The net, 
and Miles is perfectly happy with the job 
that ABC is doing for it, had a 13.2 share 
of audience for the Lum duo. During the 
same period the rural stations running 
Lum and Abner on e.t.'s garnered a 45.2 
share of audience, a better than 3-to-l 
ratio (special Hooper check). 

Nationally the sets-in-use figure (in the 
Hooperated 32 cities) was 14.1 while in the 
rural station cities the sets-in-use figure 
was 22.6 or one-third higher than in the 
area on which all present rating index 
figures are based. 

Also, based upon a projection acceptable 
to the sponsor, the cost per thousand 
listeners was .377 as against the ABC net- 
work cost per thousand of .971. 

The breakdown ran like this: 

ol prodw i nil the di uggi >l h< [ves w;i 
checked over a two-week period in s< pi 
ember and another two-week period in 
January 1946. The fact that another 
headache remedy (Bromo- Seltzen was 
using the same rural stations didn't detrai I 
at all from the continuing sales-impact ol 
the Miles story. During the survey period 
Alka Seltzer was up 103 per cent, while 
Bromo Seltzer was up in sales 69 per cenl 
Bromo Seltzer was using 11 one-minute 
announcements a week, while Miles was 
continuing Lum. Of course the latter had 
been on the air in the area over four years, 
while Bromo Seltzer had just finished its 
first 26 weeks when the second check was 

The two inventory indexes came up 
this way: 


I Hit Sale . Change 

$.12 —46 

$.30 | 16. (, 

$.60 +4.0 

$1.20 23.o 

$2.00 325.0 
















cost per 





+ 98.0 

And since time alone doesn't give the 
complete picture, the making of the e.t.'s 
of Lum and Abner cost $500 over and above 
the $3,000 the program cost on the net- 

Since most of the check-up took place 
shortly after Miles decided to go rural in 
its air advertising placement as well as in 
its program appeal, the continuing impact 
of their rural advertising was open to 
question ... so another check-up was 
ordered from Nielsen in September 1945. 
Following the usual routine, the movement 

Some of these increases are more im- 
pressive percentage-wise than they are in 
dollar volume. For instance the 325 per 
cent increase of sales in the $2.00 Bromo 
Seltzer size meant very little sin;e the 
"before the survey index" of this price 
bottle was less than 1 per cent. .87. and the 
increase of 325 per cent only brought it up 
to 3.74. On the other hand the 16.6 increase 
on the BS $.30 size brought a sales index 
of 8.06 to 21.33, which is really something 
in dollars and cents. 

The Miles story — -the entire story — ■ 
must wait until the current changes in 
programing become established — but its 
formula of going to rural stations for a 
rural audience has been on the firing line 
for over four years — and it works. To 
again quote O. B. Capelle, sales promotion 
manager of Miles, "a representative of an 
excellent publication that reaches small 
towns brought me a consumer study they 
had just finished among their subscribers. 
... his survey showed that 59 per cent 
of his readers had some kind of vitamins 
in their homes and One-A-Day led all 
the other brands with 23 per cent of the 
total, while the next advertised brand 
scored 10 per cent . . . and we had 
never used a line of advertising in his 

Even the competition proves the rural 
station point. 

For years Miles Labs, reached rural markets through powerful 
but remote stations. When the great drug house won! to 
the people through their in-town broadeasters. the pieture 
ehangeil. I'p went the Miles rating iu Nielsen Drug Sales Index 

NOVEMBER, 1946 37 


Iin < ( Aspects 

IDEAS as well as products can be -^>l<l 
<>n the air, but not on all networks and 
both cannot be sold on the same pro- 
gram on any of the four broadcasting 

Generally, the rules that govern the sale 

of products are clear and concise. Good 
taste must be observed, claims must be 
substantiated and specific products are 
barred on some networks. But on the sale 
of time for the discussion of controversial 
ideas, each network has established its own 
set of rules and regulations to cover almost 
all requests for the purchase of such time. 
Broadcasts falling into this category in- 
clude commercial time sold for the discus- 
sion of current issues of public interest, re- 
ligious broadcasts, and the solicitation of 
memberships or funds. 

Several years ago the radio industry 
thought it could cope with the question by 
including a prohibition against the sale of 
commercial time for controversial issues in 
the code of the National Association of 
Broadcasters. Time and experience proved 
that specific problems should be met as 
they arise, and that each network must 
formulate its own policy. 

The four networks American Broad- 
casting Company, Columbia Broadcasting 
System, Mutual Broadcasting System, Na- 
tional Broadcasting Company all take a 
consistent stand on one issue: time bought 
for the sale of merchandise cannot also be 

used foi the discussion of controversial issues. 

Operating policies of the networks in 
meeting other requests for the purchase of 
time lor controversial issues differ. Clause 
12 of the CBS Standard "Facilities" con- 
tract reads, "There shall be no use of 
broadcasting time except for direct or in- 
direct advertising of goods or services." 

ABC will sell time for controversy, as 
far as possible, between 10 and 11 P. M . 
but reserves the right to decide whether 
the individuals or organizations seeking to 
purchase the time are qualified to discuss, 
and have a recognized interest in, the 

The general policy of the Mutual Broad- 
casting System states, "The sale of tme 
for discussion of controversial issues will 
be determined upon the merits of each re- 
quest and the acceptability of the material 
submitted for broadcast. 

An elastic policy marks the attitude of 
the National Broadcasting Company which 
has nothing in print on the subject of spon- 
sorship of controversial issues. The net- 
work feels that stating its practice in black 
and white would make the policy look final 
and the network does not wish to bind 
itself by word shackles on the subject. 

It is the feeling at NBC that sponsored 
controversy is not an integral part of net- 
wot k operation but there is nothing "in 
the book" to prevent it— except the exer- 

TIME was when the sale of time for anything except the sale 
of merchandise or services was taboo without question. 
Today in a world full of conflicting ideas and a Federal Com- 
munications Commission which is anything but static / ideas 
have, in the opinion of a large segment of the people, a paid 
place in the ether. As far as possible, this is a report to sponsors 
on where they stand on the four major networks . . . ideawise- 

cise of the responsibility that goes with the 
operation of a network and its stations as 
NBC and the FCC see it. 

Sponsored broadcasts for the solicitation 
of memberships will be accepted by the 
American Broadcasting Company but the 
network states that it will not accept as a 
sponsor any membership group whose basic 
principles attack, deride, or misrepresent 
the varying elements of race, creed, or 
color. The network also stipulates that on 
such broadcasts contributions may not be 

Commercial time for the broadcast of 
religious programs will be sold only by the 
Mutual Broadcasting System and then to 
only one of the three major faiths in the 
United States— Catholic. Jewish, and Prot- 
estant. The regulations: religious spon- 
sored programs must be heard on Sundays, 
not later than 1 P. M.: are limited to a 
half-hour in duration; and may not intro- 
duce discussions of any political or contro- 
versial material. No commercial announce- 
ments which involve any solicitations of 
funds will be accepted on this type of 

There's no firmly "closed dcxir" to spon- 
sored controversy at any of the 4 networks. 
Rules there are. but the dictum, like the 
law of the land, as interpreted by the 
Supreme Court of the nation, is subject to 
change with the times. 




FRED 8. COlf. 




Monday through Saturday 10:0O A.M. to 12:00 Noon 

When women start talking about a radio program... 
that's the show for your sales message! And New England 
women are talking about and listening to "The Carnival of 
Music'' presented every day from 10:00 A.M. to 12.00 
Noon on WHDH. 

Tops with New England listeners for years Fred B. Cole 
continues to supply a program that delivers — entertain- 
ment for listeners — sales for you. 

Get them talking about your product. Tell them when 
they're in the mood to listen. Join the Carnival of Sales on the 
"Carnival of Music." 

For fvrirttr dtloili, writ* or i.e a John Blair man. 


Represented by John Blair & Company 










It looks 

\ ■Hi 

complex but if you know the ropes 

it's simple. Weed and Company men 

know the ropes and know the people. 






signed and unsigned 


£fuo*Uo4. PeMQHHel Change* 


Morey L. Booth 
Richard C. Bouton 
V. R. Burtch 

Charles H. Butler 

Donald N. Givler 

Paul R. Kennedy 

Joseph F. Le Sac 
Frank C. Meunier 

Stanwood Morrill 

Paul W. Pearson 

Quentin D. Pierce 

Robert W. Rich 

John L. Rogers 

Russell E. Vreeland 

Joe G. Wick 



Assistant advertising manager, Pepsodent Co. 


Sales manager, Grove Laboratories 

Account executive, Stockton, West, Burkhart, 

Cincinnati _ 

Vice president. Grocery Store Products Sales Co., 

New York 
Sales promotion manager. Equitable Gas Co., 

Phoenix Hosiery Co. (before Army) 
Sales promotion manager, General Petroleum 

Corp., Los Angeles 
Executive assistant, Lambert Pharmacal Co., 5>t. 

Assistant sales manager. Consolidated Cosmetics, 

New York 
General sales manager, Northwestern Yeast Co., 

Chicago , , 

A. W. Lewin Co., New York, copy chief 

Product advertising manager, Vick Chemical Co., 

& copy group head, Dancer-Fitzgerald-Sample 
Grove Laboratories, St. Louis 

Advertising manager, David G. Evans Coffee Co., 
St. Louis 

Advertising manager, Wheatlcy Mayonnaise Co., Louisville 

Advertising manager. Lime Cola Co.. Montgomery. Ala. 

Advertising, sales manager, cola syrup division, Vess Bever- 
age Co., St. Louis 

Advertising & merchandising manager, United States Shoe 

Advertising & merchandising manager, all brands of 
Grocery Store Products Sales Co. 

Advertising & sales promotion department, Servel Inc.. 
Evansville, Ind. 

Advertising & sales promotion manager. Phoenix Hosiery Co. 

Advertising & promotion manager. General Petroleum 

Advertising & merchandising director, Lambert Pharmacal 

Sales manager. Prince Matchabelli. New York 

Director sales & advertising. Consolidated Oil Chemical 

Corp., Chicago 
Advertising & sales promotion director. Chateau Martin 

wines & Champagnes 
Advertising manager, Plough Inc., Memphis 

Vice president charge of advertising & sales. Grove Labora- 
Advertising manager, Airline Food Corp., New York 

Adue^UiUtf Ayzney P&tixuuiel Gltan^el 


Leith F. Abbott 

George H. Allen 
George Andrew 

Robert Ballin 
Irvin H. Baltzer 
John W. Barndollar 

Frank C. Barton, Jr. 

S. Heagan Bayles 

Joseph F. Beck 
M. C. Borland 
Yves Bourassa 
David Dunning Brown 

L. F. Cain 

R. J. Christopher 

George Clarke 

Wiley G. Clarkson. Jr. 

John P. Cohane 

Philip H. Cohen 

Jerry Coleman 
Robert T. Colwell 
Roy H. Compton 
Robert W. Conley 
Joseph E. Connor 

Jack Daly 

Al Davidson, Jr. 


Director promotion, public relations, KALE, Port- 
land, Ore. 
Account executive, McCann-Erickson, New York 
Director traffic & production, J. M. Mathes, New 

Vice president, Ruthrauff & Ryan, Hollywood 
Account executive. The Conner Co., San Francisco 
National advertising manager, The Pittsfield 

(Mass.) Berkshire Evening Eagle 
Manager radio department, Benton & Bowles, New 

Vice president & radio director, Ruthrauff & Ryan, 

New York 
Vice president. Federal Advertising 
J. Walter Thompson, San Francisco, copy head 
Radio director, Spitzer & Mills, Montreal 
Account executive, Dancer-Fitzgerald-Sample, Chi- 
Advertising & sales promotion, Sealright Co., 

Fulton, N. Y. 
Vice president & sales manager, Multi Products 

Inc., Chicago 
Account executive, MBS, Chicago 
Advertising & merchandising manager. Transit 

Grain. Ft. Worth. Tex. 
Vice president & account executive, Ruthrauff & 

Ryan, New York 
Radio department, Ruthrauff & Ryan, New York 

Account executive, Eavis & Beaven. Los Angeles 
Vice president, J. VVi It ;r Thompson, New York 
Schipper Associates, Los Angeles 
Vice president, The Conner Co., San Francisco 
Ruthrauff & Ryan, New Yoik 

Charge San Francisco office, Lasky Co., San Fran- 
Kenny Delmar Productions 



Foote, Cone & Belding, New York, Northwest representa- 
tive in Portland 

Fuller & Smith & Ross. New York, account executive 

Sullivan, Stauffer, Colwell & Bayles, New York, same 

Ruthrauff & Ryan, Hollywood, head radio division 

Conley. Baltzer & Steward, partner 

Badger & Browning, Boston 

Federal Advertising, New York, director of radio 

Sullivan, Stauffer, Colwell & Bayles, New York, partner 

Duane Jones, New York, media director 
Hannah Advertising, San Francisco, partner 
French Advertising Services partner 
Foote, Cone & Belding, Chicago, executive staff 

Hartman Advertising, Syracuse, account executive 

Cummings. Brand & McPherson, Rockford, .111.. In charge 

new Chicago office 
Grant Advertising. Chicago, account executive 
Jim McMullen Advertising, Ft. Worth, local and national 

accounts ., ,__ 

Sullivan. Stauffer, Colwell & Bayles, vice president, director 

of publicity _ _ „ . , , _- 

Sullivan. Stauffer. Colwell & Bayles. New York, head of 

radio production 
Coleman-Jones Advertising. Los Angeles, partner 
Sullivan, Stauffer. Colwell & Bayles. New York, partner 
Kudner Agencv, Los Angeles, account executive 
Conley, Baltzer & Steward, San Francisco, partner 
Sullivan. Stauffer. Colwell & Bayles, New York, head ul 

merchandising on food accounts 
Elliott and Daly, San Francisco-Oakland, partner 

Wortman. Barton & Gould. New York, director new radio 




John S. Davidson 

Clifford Dillon 

Bruce Dodge 
Wallace i. Kiiioit 
Ted Planer 
MUton A. Forland 
s. RobiTi Freed 

(.ail I), (.onion 

Fran* Hermee 
Marky M. Hogan 

Kd Holley, Jr. 

Harold V Hopkins, Jr. 
Dale Joins 
Dorothy 1 ,umh 

William P. Leeter 

Sherman S. Lurie 
Gertrude N Man ea 
Frank MInehan 

Ploretice A. Neighbor* 

leery Norton 

Robert I.. Nourse, Jr. 

Daniel J. O'Meara 

John II. O'Rourke 
Marcel Pare 
Harold k. Puraell 

Robert Reuschle 

Norman Rosen 
Hal \ Sal/man 
Thomas Santacroce 

Lou Schwerln 

Ted Selbel 
George L. Service 

Tom Shut r 

Jaul Smallen 

Richard W. Smith 
Homer Morgan Snow 

William M. Spire 


c E. Staudlnger 

Donald I). StaufTer 

George SteOman 

Kenneth Striker 

GOman Sullivan 
Raymond F. Sullivan 

Harry Torp 

John J. Van Nostrand, Jr 

Gil Verba 

Harry Walker 

T. Newton Weatherby 

Luther II. Wood 
Jim Wright 


Robert E.IZeh 

Account executive. Federal Advertising. New York 

Copy group head. J. Walter Thompson, New York 

Producer, Blow Co., New York 

Partner In Lasky Co., San-F'ranclsco-Oakland 

Ruthraufl & Ryan 

Armed Forces 

Young Si Knl. i. am New York 

Account executive. McCann-Erickson, New York 

Sales staff. Newsweek 

Account executive, Barnes-I base Advertising, San 


Assistant promotion manager, Chicago Sun 
Advertising manager. J. J. Sugarman interests 
McCann-Erickson and Hazard Advertising, New York 

Account executive, H. C. Morris Inc., New York 
Charge of media. Small & Selffer, New York 
Media director. Pedlar & Ryan, New York 

Spaccbuyer, Coodkind. Joke & Morgan. Chicago 
Radio director, Pacific Coast Advertising 
Pacific Coast manager, Ruthrauff & Ryan, vice 

president, Esslg Co. 
Head merchandising department, Ruthrauff & 

Ryan. New York 
Frei lance radio producer 

Assistant director production. CBC, Montreal 
Sales promotion manager, Moore Business Forms, 

Inc.. Niagara Falls 
Timebuyer, Young & Rubicam, New York 

In charge of television. J. Walter Thompson 

Hal A. Salzman Associates, New York 

New York divisional sales manager, Pepsodent 

Manager contact & service media, Julian G. Pollock. 

Devoe & Reynolds (paint, varnish) 
Advertising manager, Freedom-Valvoline Oil Co., 

Freedom, Pa. 
Producer, announcer. MBS 
Partner, Mihic 8c Smallen, New York 
Criswold-Eshleman, Cleveland (before Army) 
Advertising, public relations director, Lear Inc., 

New York 
Vice president, account executive, member of plans 

board, Ruthrauff & Ryan, New York 
Executive vice president & director, LaRoche St. 

Kills, New York 
Vice president, radio director, Ruthrauff & Ryan, 

New York 
Radio director. Dancer-Fltzgerald-Sample, Chicago 
McCann-Erickson. New York 

Account executive, McCann-Erickson, New York 
Vice president, account executive, Ruthrauff & 

Ryan, New York 
Media director, LaRoche & Ellis, New York 
Chief radio editor, Ruthrauff & Ryan, New York 

Announcer, KOA, Denver 

W. P. Coleman Co., Los Angeles (publishers' repre- 

Vice president in charge of sales, advertising, pro- 
duction; treasurer, Emerson Drug Co. 

Vice president, account executive, Ruthrauff & 

Ryan, New York 
Radio director, Kaster, F'arrell, Chesley & Clifford, 

Croup head. J. Walter Thompson. Chicago 

Federal Advertising. New York, client service 
Sullivan. Stauffer. Col well & Bayles. New York, copy chief 
Blow Co.. New York, radio head 
Elliott and Daly, San Francisco-Oakland, partner 
Pedlar 8c Ryan, New York, media director 
Pacific National Advertising. Seattle, account executive 
Lennen & Mitchell. New York, account executive 
(.ran I Advertising, New York, member copy and plan board 
Federal Advertising. New York, media director 
Raymond Keane Advertising, Los Angeles, head radio con- 
tinuity and newspaper copy 
Klitten 8c Thomas, Los Angeles, junior account executive 
Ivan Hill, Chicago, account executive 
Coleman-Jonea Advertising. Los Angeles, partner 
R. T. O'Connell. New York, account executive 
Steller-Mlllar-Ebberts Advertising, Los Angeles, account 

Lewis Advertising, Newark, N. J., account executive 
Fain & Lent. New York, account executive 
Sullivan. Stauffer. Colwell & Bayles. New York, media 

director in charge radio & space advertising 
Coodkind, Jolce & Morgan, media director 
George L. Lynn Advertising. San Francisco 
Dorland International-Pet tlngell & Fenton. head Los 

Angeles office 
Sullivan. Stauffer. Colwell & Bayles. supervisor cf mer- 
chandising on drug accounts 
Feiner 8c Co.. New York, radio director 
French Advertising Services, partner, new firm 
Melvin F. Hall Advertising, Buffalo, associate 8c account 

Sullivan, Stauffer, Colwell & Bayles, New York, timebuy- 

ing and station relations 
Richard & Cumber, account executive 
Small 8c Selffer. New Y'ork, executive vice president 
Dancer-Fltzgerald-Sample, Chicago, merchandising man- 
ager in New Y'ork 
F'ien & Schwerin, Philadelphia, partner 

Schactcr, Fain & Lent. New York, account executive 
Venable-Brown Advertising, Cincinnati 

Ruthrauff & Ryan. New York, executive staff (radio) 
Jaul Smallen. New York 

Criswold-Eshleman. Cleveland, account executlv • 
The Gravenson Co.. New Y'ork. account executive- 
Sullivan. Stauffer, Colwell & Bayles. New Y'ork. similar 

Warwick & Legler. New York, vice president & director 

Sullivan. Stauffer. Colwell & Bayles. New Y'ork, partner 

William Kester & Co.. Hollywood, radio director 
McCann-Erickson, Los Angeles, account executive for 

Broadway Department Store 
Federal Advertising. New York 
Sullivan, Stauffer, Colwell & Bayles, New York, partner 

Walter Weir Inc., New York, charge of time and spacebuying 

Sullivan, Stauffer, Colwell & Bayles. New York, charge of 
Hollywood office 

W. W. MacGruder, Denver, vice president charge of radio 

Lockwood-Shackleford Advertising, Los Angeles, account 

Sullivan. Stauffer, Colwell & Bayles. New York, charge of 
financial matters, consultant on marketing, sales prob- 

Sullivan, Stauffer, (kilwell & Bayles, New Y'ork, research 

Kaster, F'arrell, Chesley & Clifford. New Y'ork. radio director 

Henri, Hurst & McDonald, Chicago, vice president, account 

A/ a* A<fe*tC4f /Ifijzouttmetttl 

(Continued from Page 3 i) 


PRODUCT ,or service) 


Detergent Corp. of America. I'erre Haute. Ind. Soapless detergent 

Don Juan (Canada) Ltd., Toronto Cosmetics 

I'awcctt Publications Inc., N. Y. Mechanix Illustrated 

Ford Chemical Corp., N. Y. . Sulphur Solution (antiseptic). 
(.as appliance Manufacturers Association, N. Y'. Automatic gas ranges . . 

General Plywood Corp.. Louisville. Ky. Plywood 

Globe Bottling Co. Soft drinks 

Ilaeger Potteries Inc.. Dundee. III. Pottery 

Jantzen, S. A.. Argentina Bathing suits 

I. orr Laboratories. Pan rs. ui N J. Nail polish 

M-G-M Records Recordings 

Parfuma Adrian. IS ^ Perfume 

Parfuma Hartnell, N. Y. Perfume 

Kilter it Suss man. Newark. V J. Food products 

\l Kosenfeld Inc., N. Y. Perfume 

Rubsam «c Horrmann Brewing Co.. N. Y. Beer and ale 

Signature Recording Corp. Recordings 

Spun Aluminum Products Co., N. Y. Aluminum products 

Sun Spun Sales Corp.. NY. Bedspread* 

Swiss National Travel Office .Travel 

Trimnum Clothing Co.. Boston Clothes 

Tlmken Roller Hearing Co.. Canton. (>. Hearings 

Utica and Mohawk Cotton Mills Inc., Utlca N ^ linens 

Waco Product* Co., 1 Ian ford. Conn. Electrical specialties 

Dd I Webb Product* I l."s \ngcles Metal products 

/iglcr Canning Cooperative. Tlmbervillc. Ya Canned goods 

Anpfinger Advertising, St. Louis, Mo. 

Grant Advertising of Canada, Toronto 

W ikon, Haight & Welch, N. Y. 

Raymond E. Nelson. N. Y'. 

Donahue & Cor, N . Y. 

Russel M. Seeds. Chicago 

Itrisai her. Van Norden 8c Staff. Los Angeles 

Howard II Mink. Rockford. 111. 

McCann-Erickson, Buenos Aires office 

Baker it Husking. N. Y. 

Donahue & Coe. N. Y. 

Walter Weir. N. Y. 

Walter Weir. N. Y. 

Lewis Advertising. Newark 

Spadea Inc.. V 1 

Paris & Peart. N. Y. 

Gravenson Co.. N ^ 

Hamburger Co.. N i 

Hirshon-Carficld. N. Y. 

Maxwell Dane. N. Y. 

William 11. Weimraub it Co.. N, Y. 

B. B. D. it ().. V 1 

Anderson Davis it Platte. N. \. 

Wilson. Haight & Welch. Hartford 

Frank Oxarurt Co., Los Angeles 

Justin Funkhouser it \ssociates. Baltimore M I 


■ ■ Nudge your memory a moment! That dream of a 
house in the country. Remember? . . . 

And even if you don't remember . . . never adventured 
into that wondrous dreamland . . .this is a lively situation- 
comedy program that radio advertisers and the people 
in your town want . . . want mighty bad. For figures 
prove that listeners show an overwhelming preference 
for situation-comedy shows . 

In offering A HOUSE IN THE COUNTRY, NBC Radio- 
Recording sets a new high in good fun. From the moment the 
program opens and voices cordially say, "Come In". . . 
pandemonium breaks loose with hilarious situations, excru- 
ciating problems and, of course, love eternal ... all striking 
a delightfully familiar note in the lives of us ordinary folk. 

A HOUSE IN THE COUNTRY is fastly paced . . . expertly 
acted by outstanding network talent . . . cleverly written by 
Ray Knight, one of radio's top comedy scripters . . . and is 
for rent right now to advertisers everywhere on a syndi- 
cated basis . . . Write today to NBC Radio-Recording, 
builders and designers of A HOUSE IN THE COUNTRY, 
for audition records and complete details. 

. . . new situation -comedy show 
. . . fresh as country air 

JW"<fl is Young Husband, 
Bruce Marshall 

is Young Wife, 
Joan Marshall 

is Butcher, 
Mr. Brown 

Telephone Operator, 
Clarabelle Hopkins 

is landlord, 
Mr. Pattison 

are announcers 

52 half-hours for l-a-week broadcast 

' . . Radio-Recording Division 

A Service of 

Radio Corporation 

of America 

KA Building, Radio City, New York • Chicago • Washington • Hollywood • Son Francisco 



CBS. Wednesdays 9 9:30 pm est 

Program: Taking Frank Sinatra's third 
airing of the new season as a sample. Old 
Gold has hit the jackpot. Sinatra hasn't 
lust any of the appeal that has endeared 
linn to tin- hobby soxers but he's added a 
touch of nostalgia without reaching for 
greyed temples. He turns over to the Pied 
Pipers songs that the listener wants to 
hear, but which in his style might be a bid 
for the kid trade. Sandra Gould serves as 
an ideal foil for the Sinatra "boy meets 
girl" interlude and Andre Previn. 16-year- 
old pianist, also fences with The Voice 
delightfully. It's given to Previn to lead 
Sinatra into reminiscence routine and that "s 
swell. It's okay for a 16-year-old to kid 
Frankie by tagging him "old man" and 
it's okay for Frankie to fake having been 
part of the "turn of the century." The 
half hour, despite its appeal which now 
runs the 16 to 60 span, passes like 10 
minutes. It's that smooth. Two things 
were less than good on the program caught. 
First . a gagged routine that led into the Pied 
Pipers singing "Doing What Comes Natur- 
ally" went sour and was sour. Second, the 
orchestral interludes under the baton of 
Alex Stordahl were stage waits. Stordahl 
is neither hot nor sweet, smooth nor jump. 
He's been lost somewhere in between the 
old and the new Sinatra. That's a never 
never land. 

Commercial: There's a lesson in the way 
I. (imen and Mitchell, ad agency on the 
account, handles the selling on this pro- 
gram. Opening and closing are simply 
sponsor credits. The first advertising 
came at 6 minutes after the opening. It 
was handled smoothly by Martin Mueller, 
with an assist from Sinatra and without 
too much of an "artist plug." The second 
commercial is eased in at about 20 minutes 
and while there's plenty of selling, it 

mgs, and since it's in the middle of the 
program it isn't tuned out while the aud- 
ience is waiting for the next airing. What 

has becoi hnoxious on the Red Barbel 

sportcasting becomes top advertising on 
this show. When Sinatra thinks something 
■•'I it's a "treat instead of a treat- 
ment " When he signs oil lie asks his 
listeners to "Old Gold with us, next Wed- 
nesday " Credit the ad-handling on this 

tra show as beinj id as the 

program, which is very near tops 

Time: Wednesday night is set to be the 

battle ground for listening. Frankie is 
on, however, before the going gets too 
rough. His competition is Duffy's Tavern 
NBC which is nothing to sniff at, but 
which has yet to hit a top rating. 

Promotion: Sinatra usually breaks into 
the news somewhere or another. The 
agency's planned showcards. which pre- 
sented F. S. as a happy family man with 
his wife and two children, had to be shelved 
for obvious reasons. CBS will do a little 
extra on the show this year since it also 
is in there battling for its share of Wednes- 
day night listening. 

Credits: Mann Holiner produced for the 
agency, Lennen and Mitchell. Frank Wilson 
is credited with doing the scribbling. 
Marvin Mueller announces, and Alex 
Stordahl handles the musical responsi- 

KCMO, daily 5:45 6 pm, est 

Program: There isn't a single daytime 
15 minutes on the networks which compares 
with the simplicity and honesty of this 
quarter hour conversationally spent with 
Martha Hull and her two daughters. Niki. 
age 8 and Joy, age 12. They kick around 
everything and everybody and do it with 
a zest that holds the ear. Daddy got the 
works on this episode. 

Commercial: The moppets do a grand ad 
lib selling job, without missing a sales 
point. Mother has to keep their commer- 
cials from going overboard every once 
in a while, which makes the kids' enthusiasm 
for the products more contagious. They 
can give Martin Block and Art Godfrey 
selling points. 

Time: There's nothing like Little Women 
<m the air. As a matter of fact it's a type 
of program that's without competition. 
However. Mutual has Tom Mix on KCKN 
with plenty of kid pull and Boh Trout 
(CBS hits the area on KMBC There's 
local news August Vogt onWDAFandon 
WREN Max Falkenstein Despite these 
four shows ., [., i,, .; j s : , ^,„, t l -lot for this 
Monday-through-Friday children's quarter 
hour. There's a question, however, as to 
its logical audience. It listens better for 
adults than for kids. The 'atter may swing 

towards it as the little ladies get going 
with subjects on which the younger genera- 
tion has ideas of its own. 

Promotion: Although this series only started 
on August 5th, it has built quickly. Front 
page readers two lines of copy at the bottom 
of newspaper front pages-, regular one- 
column-by-3-inch ads. and on-the-air bul- 
letin board announcements, have been 
used frequently. The clients on their part 
use snipes on their billboards and window 

Credits: The program is a KCMO package. 
The material is ad-libbed by Martha Hull 
and her two daughters Niki and Joy, but 
it's transcribed so that questionable ' 
wordage doesn't get on the air. Fresh- 
nut Peanut Butter sponsors the program 
Monday, Wednesday, and Friday, and 
Arctic lee C ream on Tuesday and Thursday. 
Agency Beaumont & Hohman. 

WTAG, Thursdays 4:30 .', /mi. est 

Program: The formula of this package is 
good. The program is broadcast from the 
teen shop of the sponsoring department 
store, Denholm & McKay. The features 
Teener's Bulletin Board, For Men Only. 
For Girls Only, Personality of the Week. 
Teen Problem Clinic, and the Miniature 
Drama enacted by boys and girls from the 
local high schools are all good teen draws. 
What's missing is ease. Nora Antoun. m.c 
carries a teacher quality in her voice and 
the entire session is too set. Even the 
musical selections lack bounce and while 
it's understandable that the department 
Store wouldn't want bobby s,,X' is tearing 
down the place, one solid swing number 
should tear the gloom from the atmosphere. 

Time: Four-thirty Thursday afternoon, at 
first flush, doesn't sound like good broad- 
east teen time. However since the broad- 
cast naturally has to come from the store. 
such things as closing hours and other 
factors forced this choice. It permits 
time enough for the cast to arrive from 
school and have a run-through before going 
on mike. Competition is mostly soap 
operas and that means Time For Teens 
should get its audience. 

Commeicial: Like the program itself the 
selling was too stodgy. The teen-age girls 
were oh-so-correct m their choice of words 
of approbation. There wasn't a "super" 
in the car load. Again the formula was 
there but kids recognize, even quicker 
than adults, the false selling note 

Promotion: Iiie station, having its tie-up 
with the Worcester Telegram-Gazette, 
used advertising aplenty for the show. 

Courtesy announcements following shows 
with a teen-age following were employed 
frequently. Denholm & McKay used 
window and store cards generously, and 
the natural device of cards on the high 



school bulletin boards is in the works 

Credits: Nora Antoun docs this show 
almost by herself. She writes it, directs 
it, and acts as moderator. Tom Russell 
announces, Roy Hendrickson plays the 
piano, and on the program reviewed 
Marjorie Harding sang, Brian O'Connell 
and Nancy Beck acted in the Miniature 
Drama, and Stuart Richmond was the 
Personality of the Week.. Once the show 
loosens up, it should sell for the sponsor. 

WABD (DuMont) 8 8 30 pm est 

Program: Charades are a natural fcr 
television. That's beyond question. In 
this scanning New York University's 
Professor Harvey Zorbaugh has presented, 
with himself as M. C, the ideal mixture 
of home and studio audience participation. 
It's 100 per cent visual. The titles, words 
or ideas to be acted out by the notables in 
the studio are sent in by the audience. The 
home audience is given a number of oppor- 
tunities of winning $$$ by guessing what 
the charade actor is trying to pantomine. 
At other times they know what the player 
is trying to do and are thus able to enjoy 
the mental agility or the dumbness of the 
studio players. At still other times they 
are placed on the same basis as the studio 
panel of judges and thus are able to match 
their wits with specialists. All the regular 
players, Charlotte Adams, Willard Mullins, 
Alan Chidsey. and Irene Wicker are relaxed 
and as real as though they were charading 
at home. Mullins (N. Y. World-Telegram 
cartoonist) gives an added pictorial varia- 
tion to the charades, since he doesn't act 
them out; he draws them. 

Commercial: The selling of Alexan- 
ders' Department Store, the sponsor, is 
scanned in the middle of the half hour. It's 
pictorial, but the performers weren't as 
relaxed as the charaders. The idea of having 
a young husband walk past Alexander's 
Department Store in the Bronx, see a coat 
in the window that he thinks would look 
well on his sweetie, go into the store and 
get all the information on the coat is 
okay, but the boy has to be good. He 
seemed at sixes and sevens and the sales 
girl not the sort of a clerk whom the viewer 
would like to have sell her a coat. On the 
plus side, however, the girl modeled the 
coat well, knew all its sales points and the 
cameras were closeup everytime she was 
making a styling or a needlework point. 
Using a store window enabled Alexanders' 
to employ billboard type advertising. The 
in-store demonstration permitted direct 
product selling. Bringing the home to 
the sales floor of a department has plenty 
of point. It should sell. 

Time: Telecasting this at 8 P. M. will 
be a little expensive for any selling directed 
at women only. However, for milady who 
wants to ease hubby into "laying it on the 

line" lor a new coat it'll help, unless he 
walks into another room during the com- 

Promotion: Alexanders' manager isn't too 
sold on spending money for TV at this 
time, so hasn't used in-store sales tie-ups 
with the program as yet. However the 
president of the store (he bought the 
program due to the fact that his wife's 
a friend of the Mrs. Zorbaugh who assists 
her husband on the show) is getting his 
results by entertaining the key men of his 
sources of supply each telecast. He points 
out at each banquet that Alexanders' is a 
store that looks ahead and goes beyond the 
narrow confines of department store mer- 
chandising. The dinners and subsequent 
telecast viewings (he takes them over to 
the studio to see the program), has resulted 
in a better than normal flow of merchan- 
dise to the store. This has paid off better 
than the $500 per airing that the program 
cost him. It's a promotional twist that's 
in keeping with the times, when getting 
merchandise to sell is more important than 
selling it. 

Credits: Dick Goggin directed for ABC 
whose show it is. Goggin hasn't shown too 
much imagination in the past but he really 
made the charades part of everyone's 
home and handled his camera selling better 
than effectively. His directing proves that 
intelligence plus experience does add up and 
that the latter is a must in video as it is 
in any other entertainment field. 


(Continued from page 19) 

the program could be musically slanted 
away from the type of songs that Aci ff sang, 
without offending the listeners. That was a 
plus since if the new star didn't sing the 
typical Acuff tunes he wouldn't offend the 
Acuff followers. 

From the sponsor's point of view it was 
necessary to find a man to take over the 
singing M. C. slot who wasn't tied up with 
any other manufacturer's product. Acuff 
never had produced a top "sponsor identi- 
fication" record for Frince Albert. That 
was because Acuff sold plenty of other 
things on Grand Ole Opry besides smoking 
tobacco. With Acuff moving out the 
Reynolds and the Esty organization looked 
for a man who was not identified with any 
product or service. 

First check-up was made in the juke- 
boxes of the blue grass country. The singer 
had to have records in the boxes and they 
had to have received a fair amount of play. 
Then came a personal mouth-tc-mouth 
survey, with an Esty exec spending his 
vacation in the mountain-music territory. 
Final double check was made among the 
other fo'k-music sessions on the air. 

Out of it all (and much more besides) 
came Red Foley, now star of the Grand 
Ole Opry Prince Albert half hour. Red's 
discs weren't tops in the nickel-a-tune 
players, but he earned plenty of money for 

the music machine operators. He had been 
born in Blue Lick. Kentucky, and had bi i n 
mii radio since 1930 when he joined the 
Cumberland Ridge Runners on \\ 'LS as bari- 
tone soloist. Later he aired with the Renfro 
Valley Barn Dance program on WLW but in 
1938 he had returned to the National Barn 
Dance on WLS. 

He had written a number of successful 
folk tunes, among them "Old Shep." Song 
wnting seems to be another must with folk- 
music stars. 

Red's no Acull and he doesn't try to be. 
However, althc he only started in April, he 
hit a 12.1 for his sponsor in May and on the 
September 15th rating he had a 10.2, was in 
the "First Fifteen," and was expected to 
hold a good part of the audience of Judy 
Canova who is building fast on NBC right 
ahead of Opry. 

More important even than the fact that 
Red Foley is holding the Acuff audience, and 
adding to it, is the fact that he's developing 
an easy manner of sneaking in Prince Albert 
credits, in a way that doesn't offend even 
big-city sensibilities. The S. I. (sponsor 
identification) figures don't show any size- 
able jumps as yet but that's because of two 
reasons. First, the entire east isn't measured 
for S. I. due to the fact that the show is 
aired at 10:30 and a great section of back 
country where Opry fans reside (and it has 
a big following in the larger cities) is in the 
East. Second, the new approach to handling 
the continuity which Reynolds is developing 
hasn't been set yet. The program is being 
tightened more and more and the agency is 
working closer with Red Foley and the Opry 
cast on every airing. Last S. I. was 34.6. 

Foley's record sales have jumped in the 
past few months. He's building his own 
musical unit. This is a must since all the 
other units are touring all week long and get 
back to WSM, Nashville, where the Opry 
originates, only on Saturday, thus giving 
Foley only a few hours to rehearse. A folk- 
music singer requires a musical backing that 
is as much a part of him as, in Foley's case, 
his guitar. Besides, Red isn't getting the 
kind of folding money that a big-time net- 
work star usually is paid and he too, will 
also have to collect upon his reputation by 
touring the gold-laden Smoky Mountain 
country. He'll be selling his pictures, his 
song books, and his records, all of which. 
will not only bring in the shekels but will 
build those sales of tins of Prince Albert 

Tom Luckenbill, radio head of the Esty 
ad -organization, had a great deal to do with 
building the Lux Theater formula when he 
was with J. Walter Thompson some years 
ago. He's doing that building job for Rey- 
nolds Tobacco products with time-tested, 
rating-building ingredients. 

. . . and so another star has taken a walk 
and another sponsor has held his audience 
and is building towards a greater acceptance, 
higher program rating, and lower media 
selling cost, simply because nothing was 
taken for granted, show or advertisingwise. 



^ coJta Ititetvl to daytime. 


* ^ udta fdanA, meaU . . . LuyA food? 


^ udta c+tjjluesiceA. male pM^icUaUna? 


^ ^w? utanti IuhiA&umvJz time-loueM? 



...Ofj GouA&e! 


F O R J O E 













598 ; 




311 'A 

329 '/ 2 




1301 : 

317 , 



26 \'z 

»- : 

71 V* 


71 Vi 

71 Vl 


56 y 4 

56 J/ 4 




KSTP's barn dance traveling unit pro- 
motion accounted for 88 inches in weeklies, 

Th<» Monllilv I'ii i»I i«i iv Yardstick 


JUST as KSTP and WCCO slug it out 
in the Twin Cities for air dominance, 
and seesaw between first and second 
place in listening popularity practically 
every time a City Listening Report is issued, 
just so do they shift back and forth in their 
snaring of publicity lineage. 

In a normal week, however, they share 
a bone that hasn't too much meat on it. 
Just such a normal week was the first to be 
checked by Sponsor in its local publicity 
report to the man who pays the broadcast 
advertising bill. In 49 issues of daily papers 
and 78 weekly papers there were only 182 
inches of publicity. Thirty-eight dailies 
had radio material in them. Eleven were 
blank. Thirty-one weeklies had air lineage 
and 47 were devoid of even a smell of broad- 
casting. Six stations and the four networks 
shared the publicity. Adding up the pub- 
licity which was obtained by the networks 
themselves for the stations network's pro- 
grams and the local stations themselves 
placed the stations in the following order: 

Station Publicity Inches 

KSTP (NBC) 83 "/« 

WCCO (CBS) 48 

WTCN (ABC) 21 Vl 

WDGY 19 . 

WLOL (MBS) 5'/ 2 

KUOM 2 'A 


While the stations ran in the order just 
tabulated, the networks ran somewhat 
differently. That's because KSTP landed 
as much space with its traveling barn 
dance as it landed with its regular air shows. 
Thus the network picture | straight network 
publicity with no station mention, and net- 
work program mentions associated with 
stations) in the Twin Cities during the 
week established the following order: 

bought locally for the most part. Actually in 
big town dailies KSTP and W( CO adver- 
tisingwise can be declared a draw. The 
former bought, or had 1 i its pro- 

grams during the period double checked 
209 ini hi - while VV( ( boughl 
lines and it is possible that the agate line 
rule slipped }i of an inch in the measuring. 

The week selected fcr the check-up was 
picked at random, just as each week used 
for successive check-ups which will be made 
in different cities for subsequent issues, 
will be. The publicity index finger in the 
November issue will point at Cleveland, 
Ohio and Atlanta, Georgia. 


"«S4 t 


WIBW is thenar 
powerful selling force 





Publicity Inches 




423/ 4 


21 'A 



NBC's record was helped by two local 
stories breaking during the period. Fred 
Allen visited Minnesota and Bob Hope 
hit the area in a talent hunt promotion. 

It was the small town weeklies that gave 
CBS the edge, with the breakdown showing 
CBS exclusive stuff running 34^ inches 
against NBC's 25 inches in the weeklies. 
In the dailies it was NBC that had the 
edge with the tabulation giving NBC llH 
against CBS' big town tabulation of 12H 

In any area where newspapers are 
apathetic on the subject of broadcasting, 
it's vital to see what the stations have done 
with advertising to counteract the lack of 
news space in the press. In the check-up 
that follows local, national, and total 
figures are indicated. The rank order is 
based upon the totals, not any breakdown. 

'NCE again, Dr. F. L. Whan of the University of Wichita sur- 
veyed over 10,000 Kansas homes to learn their radio habits, prefer- 
ences and reactions. Here are a few facts of which we're pretty 

WIBW is the "most listened to" station 
in Kansas. 

WIBW is rated "best for news" and 
leads 3 to 1 over nearest competitor 
for best jarm news. 

WIBW is THE farm station, with over 
90% of Kansas farm men and women 
listening to our farm programs. 

Your copy of this survej is on its way to you. You'll find it 
cram -full of valuable, usable information on listening habits, eco- 
nomic status, program preference, hours of listening, etc., as well 
as some down-to-earth facts on the public's reaction to commercials 
. . . just another W IBW service in the interests of better radio for 
both listener and advertiser. 

WIBW ■ ^ 



WIBW. To pel. 

KCKN, Kama. City 



THE held oi television research is wide 
open Stations are using postcards, 
agencies are using "panels." and 
i. I. Hooper has tried, for the Louis-t onn 
"iirmediate recall." The A. C. Niel- 
son organization claims that the audimeter 
attached to a viewing set is the only an- 
swer, while other researchers continue to 
point out that equipment turned on in the 
home cannot and will not prove viewing. 
V W, Ayer searching for the research an- 
swer has just commissioned the Hooper org- 
anization, the Psychological Corporation, 

and a third group to study the medium 
jointly and individually. 

TV research is still in the area of re- 
search under the microscope. Along these 
lines the C. E. Hooper organization, which 
has picked up the diary study method of 
studying listening from CBS and Industrial 
Surveys, has extended its investigations into 
the possibilities of using the diary (a 
special edition I to uncover a viewing pat- 
tern. Since there can be no question but 
that sound alone must compete with 
sound and pictures, it's essential that 



».oo P.M. IliOO MID. 



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□ □ 


TeloTl6lon CuarUrback 
Getting repetitious week 
efter week. 

Jnnes Ee&rd was excel, nt 
before he got t sponsor. No* 
only fair 

"restllng froo Jan/ilca Arena. 

Tights excellent rlckup. 
Excellent announcing, 'cry 
excellent T>erforeenc«. 


























































tin to 
















1 II 1 




































1 1 




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j« ' II 



Copyright 194* 



advertisers in TV not only know who's 

viewing but what, if anything, is of more 
importance than television. 

The first complete diary returned to the 
Hooper organization covered the period 
from Thursday, October 3 to Wednesday, 
•<i 9. It represented the viewing and 
ling oi a business couple. The man of 
the family filled in the report, which is, 
minus the page headings and blank sp. 
reprinted on these two pages. Friday 
evening's report is printed without being 
cut down so that the format can be noted. 

The diary report starts with Thursday 
afternoon rather than evening because the 
crucial Brooklyn-St. Louis baseball game 
was being telecast, and any baseball fan 
with a TV receiver was at his receiver. 
The diary keeper was at his set from 1:30 
to 1:30 and he liked what he saw and 
heard. In the evening, when Mrs. Tele- 
vision Diary Conductor joined her husband, 
they listened, as they did practically eveiy 
day, to the music that backed the test 
pattern (prior to the scanning . enjoyed 
Lew Lehr's Detect and Collect. (ABC over 
WARI ), thought Standard Brands Hour 
Glass (WNBT j only fair, enjoyed the Fight 
Film, and caught the end of Dennis James 
in the Carr and Stark production, Cash 
and Carry, WABD. 

Friday, with only WABD and WNBT 
(now WNBC-TYion the air. the diarist 
tuned and stuck with the NBC station, 
except for the wrestling on DuMont. The 
factor of repetition, which has been very 
nicely ignored by program producers, 
counted against Television Quarterback 
and the James Beard cooking series, 
although the latter's not being good was 
blamed upon the snaring of a bankroll. 
Saturday afternoon was the football day 
m the life of the male member of this 
family of viewers. Saturday night brought 
the lady of the family to viewing and the 
comment on busy telephone lines on 
participation shows, King's Party Line in 
particular, is something for builders of 
telephone shows to weigh. 

Sunday again brought family viewing 
from 8 to 10 P. M. with Face to Face 
getting a "no" because ot monotony. 
NBC's dramas get a special bow. This week 
it was the Ed Sobol's production of Benja- 
min Kaye's "The Curtain Rises" that held 
the diary family at the receiver. 

The rest of the week's diary is self- 
explanatory. It's printed here without 
cutting despite the fact that a single diary 
like a single listener study means nothing. 
except that a diary does reveal what the 
member of the panel land in this case his 
wife feels about TV. 

This is the first TV diary study. It 
opens the door to diary television research 
and all TV research at the source of the 
viewing the home. 

Results of excursions into TV research, 
diary as well as other methods, will be a 
continuing study of Sponmik 



Audience preference of video versus sound is diary -tested 

It's the man of the family who runs the video 
receiver in the home. The family viewing 
pattern differs from the listening picture and 
it's that difference that requires researching 


























1 II 1 










1 II 1 










I'll I 



Brook lyn-S 

This Is V 
very best 

Receptio n 
Bob St ant 
if tope. 

Lottie Bi 
lly wonder 



t ltB 

perfect . 
in, the anno 







































1 1 

1 II 1 








'Good BRielc 

Good auelc 
[ Good shoe 

Recaption good 

Fair only 
Recaption good 

Caught the end of this ebo«. 
Fair. R«ceptlcn good. 








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Colusible-Nevy Football game 

I switched over to the ^ornell- 
ki-Mj game on WNBT for a fe» 
■inutes between the halvee 
(from West Point). Football 
on television Is e REAL TREAT. 








• 30 


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1 II 1 
























1 II 1 

I II 1 

Neve »ell presented 

Film - of fair interest 

Kings Party Line. A well con- 
ceived, well presented, studio 
eudlence and hone participation 
show (you telephone the answers. 
If you cen get anything but a 
busy signal), neceotion good. 


' »» 




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uu . 






uu . 




b u 


UU / 





uu • 







uu - 





UU ' 






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ITualc. Strauss Welts 

HubIc. V vr y nice 

OR. But week after week 

These dramas on mtBT are 
always excellent, de- 
ception excellent 

Hum berg trial picture. 
































File, OK 
Film OK 


Excellent reception 
Interesting and well 
announced by Bob Stanton. 
This is television at 
its very beet 

Amateur Boxing 


















- ' !) 



1 » 

- •> 












1 X 




♦ 30 




1 II 1 








Play the j«w«. Charades. 
Reception good. 
Good program. 


Poor - very poor. 

Serving through Science 
Good program. 
Good reception. 



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w# er 




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1 1 





1 1 

OK. Reception good 

film Shorts. *oor 

Draee fair. Rec.cTlon 
good . 




Bands, which lor years were without 
mercial standing on the air. with 
the exception ol the Coca Cola Spot- 
light Hands program, are once again prime 
favorites of program builders. That's 
because both the Vaughn Monroe and 
Benny Goodman summer replacement shows 
hit nice ratings. The Tommy Dorsey 
musical experiment on WOK. on the other 
hand, hasn't done much good for Dorsey 
or for popular music, and Norman Living- 
ston, whose baby the pop music cycle at 
the station was, is no longer the Bamberger 
station's fair-haired program boy. 

Unanswerable question which still faces 
all program builders is how disc jockey 
(record spinning i sessions throughout the 
country still are tops for audiences when 
live versions of the same music on the air 
fall short of the top drawer. 

Both senior networks have been watching 
their programs more carefully than ever 
during the early Fall months. First Niles 
Trammell told ad-man Milton Biow, and 
sponsor Philip Morris, that the Villa 
Vallee program would not be acceptable on 
the network. Then Rudy Vallee's rep- 
resentative. Biow, and the Morris organiza- 
tion came up with the suggested return ol 
the Vallee original Fleischmann's Yeast 
show, and NBC permitted Vallee to go on 
the air. The program thus far hasn't 
been highly rated and its continuance has 
not been sanctioned indefinitely. 

CBS stepped in on the Joan Davis program 
when its promotional organization, headed 
by Miss Davis' husband, was preparing 
to put into circulation U. S. currency with 
serial numbers that had been recorded. It 
planned to give zeal rewards to the persons 
who happened to have the folding money 
when listening to Davis Tea Room broad- 
casts. That was a little too much roulette 
lor Bill Paley, CBS chairman of the board 
and network program boss. NBC also 
stepped in on the Wildroot King Cole Trio 
program and said "no" until the sponsor 
went out and added guest talent to the 
program roster. This season it requires 
■ talent to stay on the major networks. 
Edgar Kobak. MBS prcxy. in Mr. Sponsor 
Asks: — -(see page 64 1, advises advertisers to 
"put the money in the program, that's the 
tx ^t kind of promotion." 

If the Arthur Oiodfrcy" Talent Sunt pro- 
gram ( BS is sold to a bankroller there 

will be three title suits on the hands of 
A. G. and the network. A number of 

stations throughout the country had talent 
scout programs on the air as long as 10 
years ago. 

The Frank Fay (Harvey) delivery is 
being copied by a number of "comedians" 
even before the first Fay-Phil Baker show 
makes its bow. 

Radio Directors' Guild is going to have a 
banquet at the Waldorf-Astoria and will 
make awards to the best performers of the 
year. Odds are that a number of directors 
will be looking for new stand-bys after 
the announcements are made. 

Classic line of an unbiased critic. Seymour 
Peck of PM, was proudly uttered when the 

suggestion was made that since I'pton Close 
was going to be in town soon, it might be 
wise to get at the truth of the way he 
thought by an interview him. Peck's retort 
sublime was, "I'd rather picket him." 

Voice most often heard on network pro- 
grams that come from th. coast is that of 
John Brown, who plays in everything from 
a Joan Davis opera to Date with Judy." 
There should be some other swell players 
who become hysterical at the flick of a 
director's thumb. 

B< tty Garde came back to a top part in 
broadcasting, after her rest from "Okla- 
homa," with a key role in the Henry Mor- 
gan show. Garde's as good as Morgan, in 
her own way. 

Shift of top programs is changing the living 
of hot radio fans. Overheard recently out 
in the West where listeners really listen 
was this matter-of-fact remark: "I don't 
care if Wednesday is date night. I can't be 
annoyed when I've so many important boy 
friends to hear." She meant Sinatra, 
Crosby. Henry Morgan, to mention a few 
Wednesday night, 1946. names. 

K;ilr Siniili 

Don't Let 'em Die on Opening Nights 

When Abbott and Costello made their debut on my show, the/ fluffed 
many of their lines. So did the Aldrich family and the veterans in "It Pays to 
be Ignorant" cast. Henry Youngman and even yours truly, Kate Smith, went 
up in our lines. 

Don't give an artist a chance in the first place, Mr. Sponsor, unless you're 
willing to ride along with him, long after that first night. We all have 
butterflies in our stomachs, when the "on the air" sign flashes. If we didn't 
we wouldn't be performers— so give performers more than that first chance — 
you II be surprised how often they'll come through for you later. 




But we have been so busy producing our two new musical transcribed open-end shews, that we 
have had no time to prepare pretty pictures and beautiful layouts to advertise them in this issue. 
Instead, we ask you to listen to them in Room 804 at the Palmer House, during the NAB Con- 
vention. We guarantee you something new and different in syndicated programs when you hear 

"The family Album' 

Starring Gene Jones, The Girl Friends, Don Hicks, and Hal Freede. Gene (who does a daily 
CBS show) sings all the old favorite tunes with a new zest, aided by The Girl Friends. Don 
Hicks at the piano contributes some startling and unusual modern arrangements for the vocalists, 
which would easily land some of these old time favorites in any "hit parade." And Hal Freede 
really makes the Hammond "talk." Room has been left for opening, middle and closing com- 
mercials — but the middle spot is an instrumental number so it may be used as such if desired, 
instead of fading behind commercial. 78 quarter-hour programs are available, and we expect 
to produce 260 — possibly more. The other series in production is 

"Gloria Carrol Entertains 


Too bad we can't show you a picture here of lovely Gloria. She not only makes you gasp "Hubba, 
Hubba" — her singing is also out of this world. Let the bobby-soxers swoon. We guarantee that 
Gloria's sultry, seductive voice will drive the male audience positively nuts! With her, as she 
sings the best of all the show and popular songs, is an instrumental trio as hot as the center of an 
atomic bomb, which has been estimated at something like ten million degrees Fahrenheit. Piano, 
bass and guitar — with each man playing as though he had six hands! Also 78 quarter-hours, 
with 260 anticipated. 

P.S. If you are not going to attend the NAB Convention, we suggest that you write or wire 
our distributors for audition samples and costs for your market. 










*=Jju>tiibnteX C^xcliiAivelit bu 


x nc. 


■i tier i en, 





\tan 16 


and "SANTA'S MAGIC CHRISTMAS TREE"); the ONLY half-hour transcribed version of "A CHRISTMAS 
CAROL," signed last season by more than 100 stations and sponsors; "CONGRESS ON THE AIR," the ONLY 
program of its kind, live or transcribed; "THE THEATRE OF FAMOUS RADIO PLAYERS," hollywood-produced 
half-hour dramatic series with radio's top dramatic network talent; "EAT-ITORIALLY SPEAKING," some- 
thing new in a food show; and other proven programs that help stations to sell time and produce results for 
sponsors. also — a new portable playback machine, light, compact, excellent tone quality, plays 33 1, 3 and 78 
rpm, up to 16-inch discs. remember room 804 at the palmer house. 



Net Showcase 

The Greatest Show in Town (CBS and 
the Parade of Stars (NBC opened the two 
networks' annual tournament of roses. 
The webs in gala broadcasts throw b< uquets 

at the talent and the talent throws garlands 
at the chains. The NBC showcase hit 
disaster when the World Series sixth game 
was played on the same afternoon (October 
13 that the first of the two network 
Parades started marching. Both CBS' 
and NBC's shows were smoother operations 
this season and there's strong indication 
that by next year they'll get the audience 
they deserve instead of a less satisfactory 
dialing aud'ence. 

WLIB Theat.e Newscast 

station tie-ups with movie theaters are 
not news away from the big metropolitan 
centers. However, when a station makes a 
tie-up in New York that's different. The 
Thackerys' WLIB is serving Brooklyn's 
RKO Albee Theater with special one- 
minute newscasts three times a day. Station 
has been doing everything but wash the 
streets of Brooklyn in a public service way. 

Pekor Cometh 

The annual tour, in which the CBS 
public relations department goes to the 
stations of the networks to find out what 
the net can do for the stations and how the 
stations can improve CES and their own 
public relations, has started again. This, 
despite claims that Charley Pekor, the 
CBS traveler deluxe, was going to tour no 

Virginia Vale s Radio Exclusive 

In entire sections of the country the only 
radio news that reaches the readers of 
weekly newspapers ccmes from Virginia 
Vale's Western Newspaper Union column. 

That AFM $100,000 

The SIOO.OOO that the American Federa- 
tion of Musicians appropriated at their 
convention in Chicago in 1945 is still in 
tlie AFM treasury. President James Pet- 
rillo thinks it'd be a waste of good, hard 
earned dollars to use a sum like that just 
t" sell himself and t!. organization to the 
American public IK said, "Whj I might 
beforced to do something lor my boys that 
would wi. e out $100,000 in one minute." 
!iis legal advisors joint out. while 
he's beirg -wed by the I v \ foi violation 

ol the Lea act is no time to "attempt to 
build public sympathj " 

TBA Publicity Okay 

Television Broadcasters Association land- 
ed real space in the New York dailies and 
the wire services on its recent Convention. 
New York Times even had FCC Commis- 
sioner Denny being delighted but not quot- 

TV at the Iowa Fair 

County f urs beget stations more 
publicity in rural areas in one week than 
any other device, except the visit of the 
local station's Barn Dance troupe. KRN'T. 
for instance, made a deal with Inter- 
national Harvester to install an RCA 
traveling television unit in the IH booth at 
the Iowa State Fair. ABC. KRNT's 
network, paid $1,000 of the costs and every- 
body but RCA received a whale of publicity. 
RCA got the cash and expects to get TV 
equipment business from KRNT and ABC. 

Publicity in Action 

NBC's latest check-up on the news space 
that Syd Eiges, Tom Knode and staff had 
obtained in the New York dailies put it, 
by a solid margin, ahead of the competition. 
NEC doubled the picture space of the second 
big space stealer. The Twin Cities, 
Minnesota, is the subject of Sponsor's 
first publicity check-up in the field. The 

quantity of publicity that's put in the mail 
and the amount that gets into print are two 
different things. Only the latter is import- 
ant and only the latter is the basis of 
Sponsor's "Publicity in Action" reports. 

It s the Shavaton 

Eversharp's Schick Razor programs. 
Tonight on Broadway CBS and the 
Henry Morgan Show (ABO. have audience 
participation commercials. At each broadcast 
five men who kxik like they need a shave 
are asked to compete in a Shavaton. Four 
other razors besides Stuck are used. Thus 
far the Sluck razor wielders have won every 
time. Ted Husing reports the Shavaton 
on Tonight on Broadway. The sport 
reporter on the Henry Morgan show is still 
not a regular salesman on the program. 

Publicity and the Ad Agencies 

Publicity and promotion are the step 
children of advertising at even the bi. 
of the agencies. Foote, Cone and Belding. 
a typical example, had, up to recently, just 
one client with a publicity budget. The 
other accounts just weren't interested. 
And what goes on at F. C. &. B. is duplicated 
at a number of agencies whose stock in 
trade is still buying publicity in mat pages 
and radio columns, thus keeping Ferns. 
Lilley. Alber and a number of other inde- 
pendent press agents in entertainment 

Morz Space for Kate 

Kate Smith has added Carl. Zanzibar, 
Erbe to h?r publicity handlers, which means, 
that Kayted (the Ted Collins-Kate Smith 
operating corporation I has three space 
stealers working to gather space for a much 
reduced, in girth. Kate Smith. 

I dm .Minn \\ iiiioul JllSli<'«' 

A station representative had arrived nowhere quickly in selling a sub- 
sidiary of American Home Products, his one-station town outlets. He had 
turned on his complete battery, only to run up against a stone wall. Finally 
the AHP advertising man explained to the rep that 75 per cent of their busi- 
ness was done in 38 markets, all well covered by their network programs. 

That was all the salesman needed. He asked for a list of the markets and 
went to work and proved that while the wholesalers of the products were 
located in the 38 cities, they actually served thousands of small towns, with 
some of the jobbers covering as many as four states. Back to the advertising 
man went the rep and laid the marketing facts of life right on the line. The 
ad-man was impressed, checked the information and finally had to agree 
that one-station towns had something. 

Did the time peddler make his sale? 


The ad-manage'- simply added a number of supplementary market stations 
present network programs. 

Nobody loves 'em when they're right. 








i urn pi 1:1 ii m nil i 

PUBLIC service on local stations is 
worth while commercially in two v.. 
In one case the pay-off is direct 
igh theadv actually Bpons 

a community gestun In the other case 
public service is profitable because it 
develops a bond between the station and 
the ana ii serves. The greater the bond. 
reater the audience oPthe station and 
the better job it docs for the man who 
paj s the bills. 

Recentlj The Katz Agency, station reps 
\vh<> are noted for going beyond straight 
time selling, decided to publish a dictionary 
ol public si rvice programing. The idea was 
to present a book that would enable stations 
to have at (heir finger tips all the known 
variations on "service in the public interest" 
theme. Each station was asked to list its 
outstanding public service program with 
full details on what it was, what it had 
accomplished, and all details that con- 
tributed to making it a topper. The book, 
it now develops, may never be published 
because the programs submitted fell into 
too few classifications. 

However, despite the limitations of the 
survey, it uncovered the fact that there is 
plenty of public service being broadcast 
via commercial programs, and in many 
cases the commercial local public service 
program is the one that has done the finest 
community service. 

Thirty-seven stations reported that their 
number one public service program was a 
farm show. Eleven of these were commer- 
cial. Of those that were sustaining, only 
3 were available for sponsorship, the balance 
being "withheld from sale" because of a 
number of factors which ranged from the 
tact that the presentation revolved around 
the "county agent" who was unavailable for 
sponsorship to the station's wanting a 
sustaining record of service. While feed 
and milling companies logically predominate 
among sponsors of farm programs, they are 
by no means alone as sponsors of this 
type of air service. At KFRE, Fresno, 
California, for instance, the Saturday 
program is jointly sponsored by a bank, a 
milk co-op. and a cottonseed oil company. 
At WRY. Oklahoma City. Oklahoma, it's 
the local gas and electric company that 
pays the bills foi the Save the Soil 
Proving that the non-sponsorship of a 
count i- a local problem. Your 

: is underwritten on KDLR, 
Devi l \ I)., bj a clothing sb 

machine supply house, and a drug 

firm. In Buffalo, N. Y . it's the Buffalo 

Housewrecking Company that pays the 

bills lor hall oi the WGR Farmers' Musical 


Veteran job and (|uestu>n programs have 
been top commercial programs wherever 
they have been offered tor sale. Among the 
23 job programs selected by their origin- 
ating station^ as top-flight public scrvi, . fo] 
vi I < rails, 'i were underwritten. Over KIEM, 
Eureka. California, a wholesale fish firm 
found it profitable to pay for Jobs For 
Veterans. Twelve Vancouver. Washington, 
merchants conbined to pay for a 3-time- 
a-weeker, Yets Unlimited. At WQAM, 
Miami, Florida, an appliance company paid 
tin bills for Veterans Available, and thus 
reduced availability. 

There was plenty of imagination used by 
tin stations m these ex-service man broad- 
casts. A public service company on KYOR. 
Colorado Springs, was behind The Veteran 
Starts a Business. The mayor of Rock 
Island bought a G. I. job show on WHBF, 
after he heard the first broadcast. KNOW, 
Austin. Texas; WTAG, Worcester, Mas-: 
KALE, Portland. Oregon: WCSC, Charles- 
ton, S. C: KFRO, Longview, Texas; and 
WBAB, Atlantic City, N. J.; all producing 
top-notch job-getting shows and made them 
better by having them promoted by firms 
who had a personal interest in the shows 
because they sponsored them. 

The same was true with the Vet Question 
programs, where the stations submitted as 
top-drawer material 25 programs of which 

10 were underwritten and 15 were withheld 
from sponsorship. Of the 15 there were 
bids from sponsors for 7. In many i 
as in the case of the Free State Brewery of 
Baltimore, the advertiser accepted sponsor- 
ghip credits as satisfactory and sold no 
products. The results in this case, as 
reported by the station. WITH, were more 
than okay. The check list of sponsored 
programs that answered veteran questions 

S I VI ION SI'()\S()K 

Men's clothing store 

Anderson Jewelry 

San Diego (.as tfc Electric 


Minot. V I). 


Salt l.ake Qt3 


San DiegO, Calif 


keen. V H. 


DuBoia, Pa. 


Richmond. Va. 


Ft. Worth. Tex. 


Dayton, Ohio 


Houston. Tex. 

[Please (urn to page 58) 


DuBois Auto Sales 

National Biscuit 

T. E. Mercer 

Coca Cola Bottler 

Banks and Insurance Co's. 


"If you don't hear from that big delicious dinner you 
ate, everything's fine." (tums) 
Pot of Gold, ABC, October 9, Roche, Williams & Cleaty 

" The size and shape of your pocketbook have nothing to 

do with the size and shape of your feet." (thom mcan) 

Harry Clark (News), CBS, September 25, Neff-Rogow 

"Don't work on your way to work." (AMERICAN TRANSIT 


Spotlight on America, MBS, October 4, Owen & Chappell 

"Bumper to bumper service." (PURE oil) 
H. V. Kaltenborn, NBC, October 7, Leo Burnett Co., Inc. 

"You can be a woman that men notice — or — you can be 
just a woman." (ivory soap) 

Mystety of the Week, CBS, Septembet 25, Compton Advertising 

"I'm here to groom hairs, not split them." (vitalis) 
Alan Young Show, NBC, Octobet 4, Young & Rubicam 




OH/ OS 3 R D 












8 A. M.-I2 M. 







12 M.-6 P. M. 







6 P. M.-IOP. M. 







12 M.-6 P. M. 







Total Rated 







S00N-5KWon 1390KC 





National Representative 





A (food Uabit. . . 

is fully as hard to 
break as a bad one. 
For almost a quarter 
of a century Maritime 
Province radio listen- 
ers have been develop- 
ing the good habit of 
listening constantly 
TIMES. " This is a 
habit which Bureau of 
Broadcast Measurement 
proves it is hard to 

CFCY, according to BMM 
figures, has more 
listeners than any two 
other private stations 
in the Maritimes. 
Thousands of apprecia- 
tive listeners write 
every month to CFCY, 
thanking us for an en- 
joyable and well bal- 
anced programme. Pre- 
sented on a strong and 
efficient transmitter, 
your sales message 
will cost less and 
produce more sales per 
dollar on CFCY, Char- 
lottetown. (K. S. 
Rogers, President and 
Managing Director. ) 
Represented in U. S. 
by Weed & Co . ; in 
Canada by All-Canada 
Radio Facilities. 


Continual from i>u. i 

Tin some problems with tilt- 

sponsorship of veteran question programs, 
where the vets asked questions which put 
the sponsors on the spot. In at least two 

cases the advertiser- stepped out from 
under. There was the ease of the Lone 
Mar lee Delivery Co., who dropped The 
Voice of tin Veteran over \\o.\i , San 
Antonio, Texas. The station agreed with 
the bow-out, in fact was happy to avoid 
the agency's or the sponsor's requesting 
right of censorship on the show. Another 
exit was at KYCA, PreSCOtt, Arizona, 
where the Whipple Request Program was 
without a sponsor for a like reason. 

There's a record of almost 100 per cent 
success in the sponsorship of "What's 
Doing in Town Today" type of program, 
usually known as a Bulletin Board. Out 
of the 29 programs reported in the Com- 
munity Bulletin Board division, 16 were 
sponsored. 12 were withheld from sponsor- 
ship. There were plenty of bids for 5 out 
of that 12. 

Not all the bulletin boards were devoted 
to things to do in town. There is a Stork 
News on WO.M1, Owensboro. Kentucky, 
sponsored by an Owensboro Ice Cream and. 
Dairy firm, and a County Mews Program, 
Calling Clark County, sponsored by mer- 
chants in local communities over KVAN, 
Vancouver. Washington. 

The bulletin boards, those that were 
exhibited as the station's best public 
service and which were good enough to run 
the gamut of sponsorship, were set up on: 


KWII. Ferguson's Men's and 

Albany. Oregon Women's Wear 

WAGM Summer's Fertilizer 

Presque Isle. Me. 

WFVA Alex R. Klotz 

Fredericksburg, Va. 

WRRF Furniture store 

Washington, N. C. 

WRRN Montgomery Ward 

Warren. O. 

KRBN Marshall Furniture Store 

Bozeman, Mont. 

WSFA Sweetheart Soap 

Montgomery, Ala. 

KROS Excelsior Laundry 

( llnton, la. 


Lexington. Ky 


Peoria, 111. 


Fresno, Calif. 


\ aldosta, (.a. 


Ann Arbor. Mich. 

wsbt Gilbert's Men's Outfitters 

Smith Bend. Ind. 

WHIG Belk's Department Store 

Greensboro, N. G. 

w i \i Farm Machinery 

lau Claire. Wise. 

In the field of community promotion, a 
held in which a number of big and small 
stations have delivered unusual service, 

half of the top programs submitted were 
s|)onsored. The others, those which had no 
billpayers, were in many cases public 
Bervice packages which obviously should 
not have a s|)onsor. Typical of these latter 
were th< WCAU Philadelphia, Pa.) Cam- 
paign for Better Drinking Water, and the 
Let George Do It of KAI.L Salt Lake City] 
which set out to correct city ills. 

However, there were many community 
promotion jobs done by advertisers. These 
included : 

Martin's Blue Grass 

Central Illinois Light Co. 
Mahon Furniture 

Luke Brothers' Department 

( .rein's ( leaner-. 


Rot kford Radio Council 
WROK Rockford. Ml. 
Magic VaUej Memories 
Kill I nin Falls. Idaho 
Orchids for the Clerk 

u vsk. Layfayette, Ind. 

Historic Site Ahead 
KD\L. Duluth. Minn. 
Norfolk on the Job 

KGH, Norfolk. Va. 
Know Your Community 

W IlkC. Columbus (). 
I Recommend 

wjls. Beckley, w. Va. 


Central Illinois < taS 

and Klectric 
\ acation Resorts 

(lark Floral Shop 

Friemuth's Dept. 

Southern Bank 

LazarUS Dept. Store 

Participating. 16 


Generally speaking, in-school educa- 
tional programs are not sponsorable. from 
CBS' American School of the Air. to the 
school program broadcast by KNET. 
1 'alt -tine. Texas. Thirty-seven stations 
submitted their public school programing 
as their best contribution. There were WBZ 
The Westinghouse Boston, Massachusetts, 
station, the Philadelphia and Ft. Wayne 
stations. WKY and WO WO. of the same 
management, as well as WCAE (Pitts- 
burgh. Pa. in the big station-metropolitan 
class. And there were KSLM. Salem. 
Oregon. WAIAJ. State College. Pa., and 
WDZ. Tuscola, 111., representing the smallei 

Not even in-school educational programs, 
however, were without their commercials. 
The Rich Department Store in Atlanta 
has done a terrific job with a daily program 
which has highlighted what a sponsor can 
do without laying it on thick with adver- 
tising. Although Rich's program was sub- 
mitted only by WGST as an outstanding 
public service, the program is sponsored 
over WALB. Albany: WGAU, Athens; 
WRDW. Augusta: WMAZ. Macon: WRC.A. 
WTOC, Savannah: and \\ PAX. Thomas- 
ville. All. naturally enough, are in Georgia. 

Basically, the reports made to the Katz 
Agency from over 500 stations indicated 
that sponsored public service is good for 
the people who listen, for the station which 
airs it. and for the sponsor who buys it. 
There's a dollar and cents public spirit 
credit that accrues to an advertiser who 
pays the bill and promotes his public 
service program. This report does not mean 
that the stations should be relieved of 
their responsibility of serving their public 
through sen-ice. but that it's good business 
for a bankroll to peel off for something that 
doesn't seem commercial on the surface. 
As long as it's a good show and a good 
service it's sponsorable. 


yldaedte of C^katm jVlaedto oj <^ab* pt I feu 


<=r4-meuca a <=Jctemal cAutltotitu 
on c=SemiMne pyeaulii 


Monday through Friday — 2:15 to 2:30 p.m. 



Contact your, nearest WJZ, ABC spot salesman 
or local ABC affiliate jor jurther information. 

Results on WJZ Powers Charm School (participating) 

One advertiser sold $17,000 worth of books at a cost of less than 20% of retail 
sales, generally costs 40%. 

3.500 women sent a dollar in advance for Powers (iirl Bulletins. 

232 women in one week requested sponsor's invitation on an initial $10.00 sale 
which later averaged $45.00 per sale. 

66 women in one week requested specific information on a $125.00 specialty item 
at an advertising cost of $250.00. Agency says terrific. 

More than 75.000 women have written to the program in six months time. 

Resu'ts on ABC Coast to Coast (Co-op) 

Department stores, specialty shops, jewelers, furriers and other retail outlets 
reporting great success with this program's first broadcast in June, 1946. 



The ABC Powers Charm School is also televised b\ the American Broadcasting 
Company each Thursday evening from 8 to 8:30 p.m. and is sponsored by Chernow, 
Inc.. on behalf of its 106 fashion accounts. 

Write, wire or phone Jor additional information on other live, transcribed and 
televised programs conceived and produced by: 

J{ay,e-J/La%tin &icductien&, Jnc. 

36 West 44th Street, New York 18, N. Y., Murray Hill 2-8198-9 



V'KTWOKKS no longer sell their publicity 
departments while selling time, but know- 
ing what a broadcasting chain's public relations 
department can and will do for a sponsor's 
am is still important. It's every network's 
job to do everything within its power to build 
a good press for the shows that it carries. The 
I ■• tter an advertiser and his agency works with 
the web build-up men, the easier it is for a 
program to build an audience. Publicity won't 
make a bad show, but it sure as hades helps 
build a good one, and it often makes a mediocre 
airing earn its way. Not every network is as 
well equipped, with man power or budget, as 
its competitor. . . but each of the four tne< 
it- best. If a sponsor is foresighted enough to 
add a photogenic girl to a cast, it'll win his 
bankrolled time more acceptance than a cast 
that's geared for microphonics alone. If he gets 
his guest stars booked far enough in advance. 
tin \ 11 reap a bigger harvest of listeners than 
they ever will when they're announced the day 
before the broadcast. This report on network 
operations is as valuable as a sponsor makes it. 



ART 1 






Publicity Director 

Earl Mullin 

George Crandall 

Jim O'Bryon 

Sydney H. Eiges 


Art Donegan 

Arthur Perles 

Frank Zuzulo 

Thomas E. Knode 

Internal Publicity 

Regular meekly meet- 

When special events 

Meetings held imme- 

Weekly meetings to 

Department meet- 

ings to discuss pub- 

are to take place on a 

diately after signing 

discuss problems and 


licity problems. 

show, meeting is held 

of new show to dis- 

plans for new pro- 

for exchange of ideas. 

cuss publicity possi- 

grams and premieres. 

bilities, lay out cam- 

paign, plan release 

dates for stories, ideas 

for magazines and 


Joint meetings with 

Writer assigned to 

Writer, magazine, 

Writer and publicity 

Publicity department 

clients, advertising 

new commercial show 

trade, fashion, pic- 

director meet with 

and agency meet to 

agencies, independ- 

meets with sponsor 

ture editors meet 

agency to discuss 

formulate publicity 

and agency to discuss 

with agency to fa- 

plans for program. 

and promotion plans. 

ent press agents 

publicity and promo- 
tion plans. 

miliarize themselves 
with program format 
and to explore pub- 
licity possibilities. 

Daily News Report — 

Released to major 

Released to major 

Released to 575 publi- 

Released to more 

containing advance, 

daily newspapers and 

daily newspapers and 

cations. Late correc- 

than 2.000 publica- 

premiere, biographi- 

important weekly 

important weekly 

tions sent by confer- 

tions. Also contains 



ence call, wire and 

future book, carrying 

cal, and news stories 


program details for 

on new and continu- 

as much as 3 to 4 

ing commercial 

months ahead. Daily 

corrections by mail 

or wire to 600 news- 



Henry Lewis 

Hank Warner, copy 

Jack Doyle, press desk 

Leo Hershdorfer. copy 




Photo facilities ... 

Free lance photogra- 

CBS studios. 

Harold Stein studios. 

NBC studios. 



Bert Schwartz. 

Walter Siegal, mana- 
ger, photo division. 

Gerry Foster, editor. 

Sid Desfor. editor. 

Trade publicity 

Editor . 

Jack Pacey. 

Michael J. Foster. 

Mike Jablons. 

Josef Dine. 

Jim Miller, assistant. 


Clip Sheets 

Weekly Picture Sheet, 

Picture Page with 

Weekly "Flash Fea- 

Weekly News Fea- 

with glossies and 

mats, to 500 publica- 

ture Service." resem- 

tures glossies to 500 

mats, to 500 publica- 

tions. Glossy pub- 

bling newspaper syn- 

publications: mats to 


licity pictures re- 

dicate mailing with 

200 0. Mats and 

leased weekly. 

cartoons, quizzes. 
sent to 450 publica- 
tions. Glossies and 
mats to special list 
of publications. 

photos accompanied 
by feature storiss. 


Bert Schwartz. 

Joe Sage. 

Jack Skinner. 

Leo Hershdorfer. 








Fashion pictures used 
in clip sheet. Special 
mailings on stories. 

Weekly Woman's 
Page, with fashion 
pictures and column, 
sent to 350 publica- 

Fashion pictures used 
in "Flash Feature 
Service." Special 
mailings on stories. 

Bi-weekly fashion 
service, in which NBC 
stars model simple 
fashions which aver- 


Nancy Phillips. 

tions. Also special 
mailings on stories. 

Helen Brattrud. 

Gerry Foster. 

age woman can copy, 
sent in mat form to 
1000 publications; 
glossies to about 500. 
Special mailings on 
Dorothy Collins. 

Magazines and syn- 
dicates — placing 
feature and picture 
stories in local and 

Nancy Phillips, wo- 
men's magazines. 

Dorothy Lefler, mag- 

Ethel Kirsner, syndi- 
cates and special arti- 

Jim McLean. 

Al Kastner, assistant. 

national publica- 

tions . 

Column Contact — 

George Fleming, gen- 

Ethel Kirsner, 

Mike Jablons. 

works with radio 
and syndicated col- 
umnists, placing 

eral magazines and 


column contact man 
writes special person- 
alized letter to major 
radio editors, with ad- 

news and gossip 

vance news of forth- 

items about shows 

coming programs. 

and shows 

gossip and informa- 
tion not easily availa- 
ble to editors far from 
New York, Chicago 
and Hollywood. 

Exploitation — tie- 

Writer assigned to 

All publicity depart- 

Bob Wilson, also as- 

Sam Kaufman. 

ins with stores, 
theatres, movie 
companies, window 

each show responsi- 
ble for exploitation 

ment members re- 
sponsible for ideas on 
assigned shows. 

signed to columnists. 

displays, national 



Program stories in 
daily releases. Spe- 

Weekly music round- 
up sent out with re- 

Program stories in 
daily releases. Spe- 

Weekly music round- 
up sent to music edi- 

cial mailings on im- 
portant stories. 

leases. Special mail- 
ings on important 

cial mailings on im- 
portant stories. 

tors, critics, journals 
with complete details 
of all music programs 
about 10 days in ad- 


Harold Strickland. 

Margaret O'Connell. 


Leonard Meyers. 

Religious news 

Program stories in 
daily releases. Spe- 

Program stories in 
daily releases. Spe- 

Program stories in 
daily releases. Spe- 

Program stories in 
daily releases. Spe- 

cial mailings on im- 

cial mailings on im- 

cial mailings on im- 

cial mailings on im- 

portant stories to re- 

portant stories to re- 

portant stories to re- 

portant stories to re- 

ligious publications. 

ligious publications. 

ligious publications. 

ligious publications. 

Food, science, edu- 

Mailings to special 

Mailings to special 

Mailings to special 

Mailings to special 

cational, women's 
page, sports stories 

lists when newswor- 
thy stories occur. 

lists when newswor- 
thy stories occur. 

lists when newswor- 
thy stories occur. 

lists when newswor- 
thy stories occur. 

Teletype service to 

Service maintained to 

Service maintained to 

Service maintained to 

Service maintained to 

newspapers and syn- 
dicate offices 

ten New York dailies 
and to syndicated 
news services. 

ten New York dailies 
and to syndicated 
news services. 

ten New York dailies 
and to syndicated 
news services. 

ten New York dailies 
and to syndicated 
news services. 

Teletype service to 

Chicago, Hollywood. 

Chicago. Hollywood. 

Chicago. Hollywood. 

Washington, Chicago, 

other cities of net- 



Special Services 

Road man promotes 

Personalized editor 

Weekly newsletter to 

new show by personal 

service in Hooper cit- 

station publicity di- 

calls on station pub- 

ies — serviced with 

rectors with informa- 

licity departments 

special material for 

tion on forthcoming 

and local newspapers. 
Special feature sto- 

local placement. 
Publicity Depart- 

programs. ''Your 
Weekly Reporter," 

ries sent to editors 

ment available to 

15-minute program, 

on "exclusive in your 

sponsor and agencies 

utilizes radio for pub- 

city" basis for Sun- 

for special services. 

licity. All programs 

day release. 

and stars receive fre- 
quent mention. 

Cther personnel ... 

Judy Cortada, public 
service ; Bud Stirnson, 
night coverage; Stan 

Michael Boscia, man- 
ager of operations; 
Charles F. Pekor, as- 

Elaine Newlin, pro- 
grams; talent; Win 
Goulden, sustaining 

Stephen De Baun, 
NBC-UN writer; Ar- 
thur Oppenheimer, 

Warren, news and 

sistant to the di- 

programs and de- 

assistant copy editor; 

special events; Dick 
Osk, features, re- 
write ; Kay Burr, John 
D'A iutolo. Jack 
Forbes. Ed Barnes, 


partments; Dan 
Schwartz, night cov- 
erage (3 times a 

Helen Leaf, Roselle 
Hubel, Henry Moore, 
Priscilla Campbell. Al 
Cammann, Betty 
Foulk; writers; 
Dwight Worthy, night 
press supervisor. 

Television publicity 

Don Giesy. 

Jim Kane. 

Allan Kalmus. 




I ( ontintud I 

velop a formula for selling through video. 
oe expects that sorcery will deliver 
advertising results in any medium without 
experimentation. "Test runs" are inexpen- 
sive now. And networks and stations have 
regularly established plans foi making the 
tests make sense. The American Broad- 
casting Company works with Richard Man- 
ville. in surveying the audience. The Co- 
lumbia Broadcasting System, under the 
direction of Dr. Donald Horton, conducts 
"pan. s" on practically every show- 

produced on \\ CBS TV formerly WCBU . 
Audience reactions are. therefore, avail- 
able for study in developing an approach 
to getting that dollar, via pictures that fly 
through the air. (A typical panel being 
questioned by Dr. Horton is seen at the 
bottom of the page together with an ex- 
cerpt from a program repoit. 

The real reason why so many leading 
sponsors and new sponsors have used the 
pictorial medium is none of the foregoing. 
Today television is a magic selling word, 
and the by-product of presenting a video 
program is promotion . . promotion that 
produces cash returns for savings large 
enough to pay off and justify being in the 

Dual Purpose Pictures 

If the program is basically built of mo- 
tion pictures then these very pictures have 
been found to be the best "entertainment" 
that a big corporation can offer its sales 
meetings. U. S. Rubber uses every - motion 
picture taken for its video program for the 
sales promotion and has found that the pic- 
tures cost them 25 per cent of what they'd 
cost if they were especially taken for pro- 
motional use. The tag "shown in televi- 
sion" adds a news value that isn't available 
any other way. 

Any product that's "been shown on tele- 
vision" is more saleable. .Video is the only 
advertising medium which adds a "fashion 
appeal" to the products presented through 
it. In many cases (like Aquatogs) it's the 
keystone of a visual advertising cam- 
paign . . . and it works. How a sweater 
and wind breaker were given the "televi- 
sion touch" is shown in the Brooks Broth- 
ers show window on the bottom of the 
second page of this report. A window in a 
John David men's store on Fifth Avenue. 
York, stopped better than 7.000 pairs 
of eyes in one day. 

Every television window, even though 
all of them with receivers used in the dis- 
plays have been static without any shows 
being seen on the face of the tubes, has 
been rated "tops" in their display appeal. 

Magic Ad-Word 

I only does television add an extra 
fillup to show windows and in-store dis- 
plays but when the magic word of video is 
added to newspaper and magazine adver- 
tising, readership surveys indicate that it 
adds as high as 100 per cent readability 

the word alone well displayed adds at 
least 10 per cent in reading interest. 

Still Magnetic 

Despite the multiple false starts, air pic- 
tures are just as magnetic as they ever 
have been— when their by-products are 
used. Howevei there is no direct sale im- 
pact from the actual scanning of programs. 
That's because in Philadelphia there are a 
maximum of 100 sets in actual working 
order, in Chicago there are less than 500, 
in Los Angeles there's only a guess but the 
maximum is said to be less than 75. In 
Schenectady, home of General Electric, 
there are less than 200. Washington. D. C. 
has a few sets but 50 would be a high figure. 
Metropolitan New York has about 5,000 
sets around town, with a maximum of 
3,500 receivers in working order, many of 
which are located in veterans' hospitals. 
Even if any program had 100 per cent of 
the receivers in any area tuned to it. the 
sample would be so small, that "results" 
could be but a dream. 

That it's going to be a great selling me- 
dium, black and white or color, can't be 
questioned. There's nothing wrong with 
the medium that 100,000 receivers won't 


United from Pagi 29 

publicity) at about five cents on the dollar, 
even though they're paying a little under 
four times that if the percentage of actual 
cash outlay alone is figured. That's be- 
cause of the free air promotion, the station 
work on the selling, and the point-of-sale 
impression, which can't be estimated in 

The only factor that can't be reported 
upon before the ABC Adventure Hour fan- 
fare is sounded is the actual rating (listen- 
ing) increase that will accrue to each of 
the programs. 

MBC promotion of its children's show 
line-up is simplicity itself. Mutual feels 
that it has the programs — Superman, Buck 
Rogers, Captain Midnight, Tom Mix, Hop 
Harngan, and The Adventures of the Sea 
Hound and expects that they'll grab the 
audience competitively without too much 
build-up. It's the Edgar Kobak 1 President 
of MBS theory that the right program 
requires promotion only before it hits the 
air. After it's made its microphonic bow, 
"the program," says Kobak, "must itself 
have what it takes to win an audience." 

MBS will start its 194(> 47 promotion 
with Hallowe'en. The feeling is that this 
holiday is one that permits the youngsters 
to let themselves go — with the approval of 
dad and mother. Masquerade parties are 
planned in most Mutual station cities, with 
awards for the best "Superman" costume 
as well as the best costumes for any or all 
the other characters who appear on the air 
at MBS kidtime. Wagons will tour the 
towns filled with Buck Rogers. Captain 
Midnights, and a host of other characters 
who will come to masked life for the eve- 
ning. The idea is to take over the fun-day 
and make it a Mutual kid show rumpus. 

The general MBS moppet promotional 
plan started with plugs directly after the 
Gillette World Series broadcasts, with the 
idea that MBS hits its top audience during 
the games and that's the time to reach the 
short pants if not the petite female of the 

Mutual will follow this with a promotion 
built around a "typical American boy" 
and how he listens — to MBS kidshows. 
It's expected that the t.A.b. will serve as a 
focal point around which agencies, sponsors, 
and network will build a continuing appeal. 

Kid show promotion on the part of ABC 
and MBS will spark hundreds of like local 
promotions throughout the nation — they've 
gone to the juveniles to promote listening. 
That's where kid listening begins. 





N. A. B. Convention — Chicago 

October 20-24 

You'll Want These Shows! They'll 
Build Audience! Sell Merchandise! 



and an All-Star Hollywood Cast Including 

Lutcne Tuttle, Howard Culver, Will Wright, 
Carleton Young, Peggy Weber, Perry Ward, 
John Brown, Dorothy Scott, Hal Sawyer 

Stories behind strange wills that run the gamut of 
human emotion. A half hour series — delightfully 
entertaining . . . 

Suberbly directed by Robert Webster Light. 



with Bob Nolan 

Singing the songs all America loves! Folk songs, 
ballads, westerns, spirituals and barbershop harmo- 
ny! You're hearing them on the network— you've 
seen them in over 100 movies — now get this 
quarter-hour strip for your station. 



WARREN WHITE — Newest Singing Sensation 
DEL CASTILLO at the Whispering Hammond 
IVAN EPPINOFF & his Romantic Violin 

Your call to romance! The relaxing show— pro- 
duced by Jack Holbrook in % hour strips. MOON 
DREAMS puts your audience in a buying mood! 
It will be the bright spot on your program schedule. 



•Free for a 30-day period. After which time you will be billed at $2.50 per platter which— upon the 
return of the platters to Teleways of Hollywood— will be refunded or credited to your account. 



"How far should a sponsor go in publicizing, 
promoting, and advertising a radio program?" 

Joseph Allen, 

v.p. in charge of Adverlising 

Bristol-Myers Company 

The Picked Panel answers: 

A network president, and an independent 
radio station manager as well as a network 
advertising boss, an advertising agency v. p. 
and a noted researcher join the first panel 
to answer MR. SPONSOR'S question, 
with no holds barred. 

The sponsi >r 
v, l.o rolls the 
dn ms for a pre- 
miere broadcast 
and then lets 
the promotion 
torn toms die 
away in the night 
is almost certain 
to be losing 
money on his 
original invest- 
ment. Promotion is the fire insurance 
needed on a million dollar property, and 
I've seldom met the man who let his in- 
surance lapse after the first week of opera- 

At CBS and currently. Kenyon & Eck- 
hardt, my policy has been to urge our 
clients to promote their shows while they 
were on the air. Budget-wise, promotion 
represents but a small fraction of a yearly 
cost figure for time and talent. I will cite 
just one example, a program called County 
Fair, which is sponsored by the Borden 
Company. Tin publicity and promotion 
budget on the show runs about three per 
cent of total cost. To date, the Borden 
Company has received more than $750,000 
of measured free space on that show, in- 
cluding two spreads in Life, nine stories in 
Time and Newsweek, and layouts in 
many other major publications. 

Any sponsor who doesn't gamble for that 
kind of return on a small investment is ill- 
advised. Promotion is the payoff for pro- 
grams and good programs need good 
promotion ! 

William Lewis, 
Kenyan & Eckhardt 

Obviously a 
sponsor should 
spend for pub- 
licity, promo- 
tion and adver- 
tising as much 
as his budget 
warrants in a 
local situation. 
However, the 
national sponsor 
ordinarily cannot probe the local adver- 
tising, promotion and certainly not the 
local publicity factors. He has bought 
radio time on a listener circulation or per- 
formance basis and stands on that basis. 

However, many sponsors have given 
promotion aids, advertising aids to the 
local program in the same way they have 
given sales aid to the product in the local 
stores. It has paid off. 

When a sponsor buys a long established 
program, obviously he needs less promotion 
than for a new program built to his local 

How far sponsors should develop the 
local situation, promotion, ad and publicity- 
wise should be determined by the radio 
station in that area, which knows the local 
newspapers, bill posting and other factors 

Bernice Judis, 
General Manager, 

I have no bus- 
iness trying to 
answer this 
question. Our 
job is to meas- 
ure the audi- 
ence. But WC 
would never 
have gotten 
anywhere stick- 
so here goes. 
If the radio program has merit it should 

ing to that point of view 

be hacked continuously with every form of 
promotion, as is every form of entertain- 
ment and information with which it com- 
petes for the public's time and attention. 
The reason is basic : 

A "Table of Contents" directs the public 
what and where to read in magazines and 
new spapers. In radio you need to know not 
only what and where but when to find the 
program you want to hear. Radio provides 
no "Table of Contents." 

Newspaper logs (not provided by radio 
but by a competitive medium' are fre- 
quently incomplete and are inaccessible to 
all of the people some of the time and some 
of the people all of the time. 

Obviously the problem of what, when and 
u In re is solved for the individual when a 
fixed listening habit is formed. But there 
is no well-conceived, well-produced pro- 
gram outside the "First Fifteen" on which 
the potential audience which can be tapped 
is not larger than the actual audience re- 
vealed by the rating. 

Until sponsors and networks get together 
and periodically produce a schedule, or 
program log, for the listener to hang on the 
tuning knob of each of his radio sets, 
network program promotion of one form or 
another has to carry the whole load. 

C. E. Hooper, 
C. E. Hooper, Inc. 

How far a 
sponsor should 
go in 'publiciz- 
ing, promoting 
and advertising' 
his own program 
is a matter of 
judgment and 
objective. What 
is the competi- 
tion? Is it a new 
show? What is the reasonable expectancy 
rating-wise? These are important factors 
for a sponsor to consider. And they are. 
of course, dependent upon the product 
. . . which is the program. All the 
promotion in the world won't get a good 
rating for a mediocre show 



certainly not a consistent rating. A new 
show, or a tried show in another time period 
on the same or another network — these 
may need more promotion than the top 
show that has been in the same time-slot 
on the same network for a period of years. 
New competition, as I have said, cannot be 
overlooked regardless of the age or quality 
of the show. 

Like everything else, 'how much promo- 
tion' depends on a lot of factors and it is 
not easy to generalize. But there is one 
generalization that can be made: the net- 
work provides the facilities, the station 
provides the signal strength. It is up to the 
sponsor to provide the program and as 
much promotion and advertising as is nec- 
essary, depending on factors enumerated 
above, to support the over-all promotion 
efforts of the station and the network. A 
good show can always get more listeners 
and more and more sponsors are utilizing 
major media to get those additional lis- 

Charles E. Hammond, 
Promotion and Advertising Director, 
National Broadcasting Company 

and publicity 
can deliver the 
"first" audience. 
From then on 

I it's up to the 

2 program to hold 

i^^^H and deliver its 

1^ own audience. 

^ i fg The more that's 

put into the air 
show, the bigger the audience, the better 
the rating and the sales which broadcast 
time will produce. Promotion and publicity 
cannot improve a show. It can sell a good 
show but never a poor one. 

Publicity and promotion can and should 
be a continuing operation to inform the 
public of the fact that the program is on the 
air. The listener relations job is never done. 
Generally speaking the money that pays 
off best is that which is spent on the air 
show itself. That's the best kind of promo- 
tion, publicity and program advertising 
that can be done. 

Edgar Kobak, 


Mutual Broadcasting System 


■ Don 





razzes a 

Marlin Blade 



• Don Hollenbeck 

is fired. 


• Don Hollenbeck is making 


for Marlin. 

\ ' 




• Central Indiana is ONE BIG CITY! More than 
half of the state's citizens live within fifty miles 
of Indianapolis which is easily accessible to 
them by automobile, train and bus. 

Like their Indianapolis cousins, these Hoosiers 
listen to Indianapolis radio stations, buy mer- 
chandise in the city's stores, throng to the famous 
Circle to attend the legitimate theatre. Market- 
wise, they are an important part of the enormous 
Indiana family influenced by the Capital City. 

WFBM has been serving Indianapolis and 
central Indiana for more than 24 years. WFBM 
was the first radio station in the state, and it is 
still first in popularity in Indianapolis. (Hooper 
Index for June-July). WFBM's primary coverage 
area coincides with Indianapolis' 50-mile trad- 
ing area. 


BASIC AFFILIATE: Columbia Broadcasting System 
Represented Nationally by Katz Agency 




















• — 






• — 




















































• — 













• — 























• — 









aiina noN co. 




























Dog Food 

Cary Salt 


cake (lour 

Tray. Gold 
Medal flour. 

Gold Medal 
flour, cereals. 

Crocker soup* 



All-Bran 4 


soap. Bin - 

White (rinse) 

Oil 4 gasoline 



Dresses 4 



Oh' Henry 

Beauty Crean 

A P n *,H»r 





Lone Journey 

The Shadow 

Can You 
Top This? 

This Is Your 



House party 

Right Down 
Your Alley 

What's Ooin' 

Harvest of 

Breakfast in 


Romance of 



Mary Lee 

H. V. Kalten 

Ladies Be 


A Present 


Ted Malone 

Give 4 Take 


Day & 

Mon thru Fri 
12:30-12:45 pn 

10-10:30 im 

Mon thru Fri 
10-10. lb am 

5-5:30 pm 

9:30-10 pm 

8:30-9 pm 

4-4:25 pm 

Mon thru Fr 

1:27-1:32 pm 

Mon thru Fri 
2:32-2:45 pm 

Mon thru Fr 

4:30-5 pm 

Mon thru Fri 
2-2:25 pm , 

2:30-3 pm 

10:30-11 pm 

Mon thru F 
12-12:30 pn 

Mon thru I 
7:45 8 pn 

Mon thru 
3-4:30 pn 

9-9:30 pm 

8-8:30 pm 

3:30-3:45 pm 

4:30 5 pn 

4:30 5 pm 

9:15 9 30 pn 


Baby Book 

Fnskies Book 

Card listing 

Social Security 


Booklet "Planning 

Your Home for 

Better Living 


Free booklets on 

5 water-proof 
paper place mats 

Booklet -Better 

Meal Planning for 

Happiness ' 

Gas Range to 


mother of week 

Gift to 



Booklet "Soil— A 

Foundation of 

Health" and others 

Replica of "Caesa 
&. Cleopatra" love 
token clip worn by 
Vivien Leigh 

Up to S250 cash 
plus bonuses 

Booklets "Easier 
Cooking for 2, 4 o 
6:*' "Your Baby"' 

Constance Bennett 
Complete Beauty 

Booklet "So You're 

Going to Drivi 
and others 

Electrical House- 
hold Appliance 

Booklet on subject 
of each broadcast 

Lighter to sender 
of subject used. 
Two table lighters 
if questioners are 
stumped. Grand 
prize, table lighter 
with matching sil- 
ver plate cigarette 

Item from movie 
set of picture re- 
viewed on program 

Twelve Teenttmer 

dresses (one for 

each month of 

ni prizes. 

one dress each 

$5 to $50 cash 

Pair of Forget-me- 
not Perfume Ear- 

$100 reward from 

"True Detective 



Send i">c and Kolynos 
label to program 

Write sponsor or station 

Write sponsor 


Write letter 



100 words or 

mi on 


uses of Cary 



dress sponscr 

at stat 


Jokes sent to program 
and used win $10, plus 
$5 each time studio 
laughter at other jokes 
fails to top senders'. 
Jingles about product. 
if used, win $10 

Postcard to sponsor at 


Send name to Betty 
Crocker at sponsor 

Send 25c and Betty 

Crocker picture from 

Better Breakfast Tray 

to sponsor 

Send 10c to sponsor 

Awarded to listener 

submitting question 

used on air. Send entry 

to local station 

Write letter- en try about 
outstanding mother 
M. C. 

Send bos-top and 10c to 
M. C. at sponsor 

Send letter "B" 1 from 

Blu -White package with 

25c to program 

Send program 6 state 
ments to be answered 
yes or no: send 9 bio 
graphical identity clues 
to famous personality. 
Judge selects winners 


Send unusual questions 
to M. C. Premiui 
awarded if used on a 

Free from Pure Oil 


Send audience partici- 
pation stunt to pro- 
gram. Judge selects 
winner daily 

10c each: 13 tor $1. 
Address sponsor 

Send subject about 
which 20 questions may 
be asked to program. 
Wins premium .f used 

Complete m 25 words or 

less. "I like Boscus tea 

because ..." Send 

entry to sponsor 

Look at week's Teen- 
timer styles m local 
shop Write entrylet- 
ter to 75 words on style 
favored and why Ad- 
dress sponsor 

Prizes for original poems 
selected for Malone's 
Between the Bookends 
page m Radio Mirror. 
Send to program 

Sample of 

Send 25c plus Kolynos 

carton or line from 

tooth powder cap to 


Notify FBI and Tru« 
Detective Magazine of 
information leading to 
arrest of e r . m , n a I 

named on broadcast 

ne to sponsor 


Offered 22 
Aug 2-4-a 
Sept: will 

1/ Sept 45 

3 Apr 45 


Offered 2-19- 
21-23 Aug 2- 
13 Sept: will 


30 May 38 

2? May 46 

24 Aug '46 

Sept will 







KADA— Ada, Oklahoma 
KVSO— Ardmore, Oklahoma 
KCRC— Enid, Oklahoma 
KBIX — Muskogee, Oklahoma 
KSWO— Lawton, Oklahoma 
KTOK— Oklahoma City, Okla. 
KGFF — Shawnee, Oklahoma 
KOME— Tulsa, Oklahoma 
KGGM — Albuquerque, N. M. 
KVSF— Santa Fe, N. M. 
KANS— Wichita, Kansas 
KGNC — Amarillo, Texas 
KTBC— Austin, Texas 
KFDM — Beaumont, Texas 
KEYS — Corpus Christi, Texas 
KROD— El Paso, Texas 
KFYO— Lubbock, Texas 
KTSA — San Antonio, Texas 
KRGV— Weslaco, Texas 
KSFT — Trinidad, Colorado 

KROD— El Paso, Texas 
KAVE— Carlsbad, N. M. 
KSIL— Silver City, N. M. 

Amarillo, Texas 
New York San Francisco 

Chicago Hollywood 

Dallas Seattle 

CONCENTRATION" OF EFFORT . . . T.H.S. knows its markets ... its people 
. . . its climate ... its productivity ... its industries ... its peculiarities . . . and its 
broadcasting facilities and effective coverages. That's why T.H.S. provides an in- 
valuable service to YOU — T.H.S. concentrates its efforts ... its knowledge ... its 
services. And that's why you should always let T.H.S. assist you or your agency 
when preparing schedules for these rich, responsive, permanent markets. Facts, up- 
to-the-minute data, furnished without obligation to you! 


& CO. 





is always 




5000 watts 600 Kc. 

Adam J. Young Jr., Inc. 

K\OW Till: r'MIIIMIIt 

^M l^W. ^ ■ *\ 

H> a* w 




He sells merchandise, not casts or programs 

MORE damned than any other commercial program man, Frank 
Hummert never-the-less delivers more sales per program dollar 
than any other stopwatch holder. It doesn't matter whether it's 
David Harum (see Bab-O Ad-$SS, page 4) or Manhattan Merry Go 
Round, there's never an attempt in the Hummert factory to make the 
program or its stars the product being advertised. 

Frank Hummert and his wife Anne keep their fingers on the plots as 
well as the Hooperatings of each of their shows. They show very little 
disposition to worry because their evening program babies seldom if ever 
(except in the summer,) turn up in the "First Fifteen." The Hummerts, 
on the other hand, want their daytimers among the "Top Ten" serials. 

Hummert points out that broadcasting delivers the most accessible 
entertainment package in the world and that accessibility is as important 
as the program itself. He has held on to key airtimes like the 9 to 10 p.m. 
Sunday slot for years, although his programs have seldom retained the 
audiences delivered to them by previous programs. A 14.5 Edgar Bergen 
rating becomes a 9.5 when it reaches Manhattan Merry Go Round. How 
well Hummert has his exact audience measured is indicated by the fact 
that he holds the 9.5 for his second Sunday night tune show, Bayer's 
Album of Familiar Music. 

Hummert is a businessman as a radio producer. When AFRA (the 
radio performers' union) was founded, Hummert. more than any other 
producer, was responsible. His production line technique had aroused 
the actors. Yet when the union was formed and the closed shop set. his 
costs didn't go up perceptibly, because he had been paying better than 
average scale to his "regulars" all the while. He didn't require as much 
rehearsal time as the next producer, because once each character was set 
all the lines fitted the characters as perfectly as the clothes they wore. 
AFRA is still trying to find a way to make serials pay actors more. 

Hummert goes right on depending on human frailties to build his 
audiences and people his productions. When he comes to the conclusion 
that the dialers, his dialers, are ready for better things through their 
loud speakers, he'll provide them. His production job. he reasons, is to 
produce audiences to be sold. 









Represented by Heudlex-Reed Co. 




• From Mt. Mitchell on the Crest of the Blue Rid tie Mountains 

rst of WEAF's great new shows 

i^ince 1828, Webster's Dictionary has 
defined jinx as: "a charm; a spell . . ." 
Now WEAF offers you the 1946 JINX: 
personified charm; audience spellbinder. 

She's Jinx Falkenburg — most famous of 
the "fabulous Falkenburgs". . . Conover 
model . . . movie and radio star. . . sports- 
woman . . . USO trouper . . . housewife. 

Her husband is "Tex" McCrary — 
former editorial chief of the New York 
Mirror . . . now executive editor of "The 
American Mercury". . . author . . . star 
of newsreel features . . . recently Lt. 
Colonel, United States Army Air Forces. 

They make an Ail-American couple, and 
combine their individual popularity and 
talents each weekday at 8:30 A. M. on 
the new WEAF hit feature, "Hi! Jinx." 

For a breezy half-hour, listeners join 
them in "covering" and "discovering" 
the most fascinating city in the world 
— New York. In a lively interchange of 
worth-while ideas, the unsophisticated, 
highly publicized young pair discuss the 
problems of the times . . . visit with 
their famous friends . . . devote one ses- 
sion each week to the youth of the New- 
York area. It all spells a fast-paced 
vehicle for sales. 

"Hi! Jinx" is available. Sponsors may 
buy units of three or more 15-minute 
broadcast segments a week on this, the 
first of a series of great new WEAF 
shows for America's No. 1 Market. 

Write, phone or wire to WEAF, or your 
nearest Spot Sales representative. 



NBC's Key Station ■ New York 


50,000 watts - GEO kc. 

Represented by NBC SPOT SALES 

to the man 

who has 


to sell to 


and their 






tailor -made 


your advertising message 

Maximum readership and minimum waste circulation is yours when you 


se your station or broadcast advertising service in SPONSOR. Three 

out of 

every four copies go to sponsors, radio-minded account executives. 


directors, and timebuyers. Monthly circulation guarantee during 

1947 . 

. . 8,000 to 12,000. For advertising rates write Advertising Director, 

SPONSOR PUBLICATIONS Inc., 40 West 52 Street, New York 19. N. Y. 



{Continued from page 2) 

everyone." Almost as though inspired by 
Sarnoff the Federal Telecommunication 
Laboratories demonstrated its Pulse Time 
Modulation method of using one frequency 
to transmit 8 programs, thus making 
possible 8 times the number of stations on 
the air without increasing the number of 
wave bands allotted to sound broad- 
casting. What with FM permitting an 
almost unlimited number of broadcast 
stations and the FCC building towards 
1200 standard broadcast licenses within 
the year, the new technical development 
(It's been in the works for a number of 
years) may mean a different broadcasting 
picture in the not-too-far-away future. 

That Lynch Closed Circuit 

Christopher Lynch, the new Firestone 
tenor who was brought from Ireland for a 
Firestone Hour build-up, really received 
the gold-plated works when he was pro- 
moted over the NBC closed circuit (not 
broadcast) program. He sang with the full 
Firestone orchestra playing for him. It 
was no sloubt the first time that anyone paid 
for a full orchestra for a closed circuit 
presentation. His first air broadcast was 
greeted, for the most part, by raves. There 
was nevertheless the usual carping news- 
paper critic who wrote that it was a shame 
that Lynch should have been brought over 
to America for broadcasting. His voice 
was, said the critic, too good for a radio 


Net Says "No" to Sponsor 

If a product demonstration is included in 
a commercial, nobody can be permitted in 
the NBC studio during the airing but the 
cast. This was brought forcibly to a 
sponsor's attention this past month, when 
he wanted to bring a party to the broadcast 
of one of his daytime serials — -and he 
couldn't do it. There was a "demonstra- 
tion commercial" scheduled and the net 
answer to the request was a polite "no." 

Idea back of the policy is obvious. Air 
product demonstrations sometime look like 
sleight-of-hand and the network doesn't 
want anyone to get the idea that anything 
is "faked" when broadcast. 

Five for Crosley? 

Crosley Radio Corporation (a division 
of AVCO) has its sights set at buying the 
maximum number of stations permitted 
by the FCC. With WINS (New York) as 
its second baby (WLW, Cincinnati, is its 
first, of course), and KSTP (St. Paul, Minn. I 
scheduled as its third, if the FCC so wills, 
Crosley is looking around for number four 
and five, with both already within its sights. 
Naturally no one at the holding company is 
talking, nor is anyone at Crosley open for 
conversation on the matter. The stations 
are in the KSTP category, not the WINS. 


That Milestone Volume 

The historical tome of the broadcast in- 
dustry for which Arthur Church (KMBC, 
Kansas City) is paying the bills, is ready to 
bow before its critics .... everybody in 
the business. Sponsor, which happens to 
know just how big and tough a job Art 
Church and his staff have done, will give 
a year's subscription to the first agency or 

sponsor staffer who finds an error of 
fact in the volume. Incidentally, Sponsor 
doesn't have any expectations of paying "i\ 

Alaska Net 

Alaska will have its own network soon, 
with the net officials planning to tic in with 
one of the four networks within the states. 
(Continued on page 74) 



Us, Boor covert .„ *.«»»*»« ds 

a »d services . B» rugs , and ever 

il the rest o] » — >vitnoin 

than all the Trad ing Area d 

- o " -ri^- u8,ene ' sW,, ■ 

low rates ana 

y ott the facts? - 



970 KC 

5000 w*ns 


CBS Live Color Televison 

CBS nted it> live-color camera 

during the month. The press saw the 
demonstration over a closed circuit instead 
of off the air and the camera held a fixed 
pos i tion, NBC's live-color demonstration 
about a year ago had models moving and 
the demonstration was off the air even 
though it was a directional beaming and not 
an a6tual broadcast. CHS' live color was 
brighter than its Bret presentation due 
to the fact that there were more frames 
pictures per minute 1 48 instead of 40 > and 
other sharpening of techniques. 

NBC Video Chain 

WNBC TV i' former! v UNBT is set as 

the key station of the NBC video chain. 
First station to be joined with it regularly 
via land lines i coaxial cables is WPTZ. 
\\ RGB. GE'a station in Schenectady, is 
joined to tin NBC web via relay stations. 
This has enabled GE to double the number 
of hours the station's on the air and Philco 
will also give many more hours service to 
set owners in the Quaker City. RCA is 
using Philadelphia as a test city, giving it 
far more than its share of receivers as they 
come off the production lines, and they aNo 
have RCA engineers checking dealers' an- 
tennas. Deal also has RCA engineer^ 
installing the sets when they're sold until 
such time as the manufacturer feels safe to 
turn the job over to dealer service men. 

air Features, Inc. 

in association with 

Frank and Anne Hummert 

are pleased to announce the 

formation of 

Featured Radio Programs, Inc. 

and the appointment 

Edward M. Kirbv 

President and General Manager 

Live Pro-cram- 



providing a new, hand-tailored program and pro- 
duction service to meet the individual needs of 
radio stations networks and advertising agencies. 

247 I'ark Aveni i: 
New York Ciiv 


7 •>■ 


The Harry Wilder Coup 

Both Harry Wilder and the International 
Ladies Garment Workers Union plan to 
make certain that they'll get FM sets in 
their station areas quickly by contracting 
with a manufacturer for a sizeable block of 
sets. Wilder will start a campaign to sell 
the sets and is certain to be able to place 
them in Syracuse, where his station will be 
located, without much trouble. Off-the- 
record deal has the ILGWL" sets sold before 
the manufacturer has turned them over, the 
union having arranged for the "subscrip- 
tion" sales in advance among its members. 
First station man to try this set sale tie-up 
was Leonard Asch, who owns WBCA in 
Schenectady. Being an ex-GE man he was 
able, when he first set up his station, to buy 
a block of receivers at a low price. It put 
his station on the map. Reason for ILGWU 
and Harry Wilder doing the same thing is 
obvious. Morns Novik is a consultant for 
both of them. 

Fax Slated for Hotels First 

First large-scale use of facsimile will be 
its commercial applications. Both Radio 
Inventions. Inc. 'John V. L. Hogani. and 
Finch Telecommunications, Inc.. will have 
installations in hotel lobbies, clubs, and 
restaurants long before any quantity get 
into homes. 

BMB Trims Its Sails 

Practically all station maps have been 
sent out by BMB and the network cover- 
age books are being set up now. With the 
technical work proceeding on schedule, the 
mental work got out of hand this past 
month and all the "uses" of BMB station 
coverage figures which had been discussed 
at clinic meetings were announced as being 
without official sanction. A BMB figures- 
mean-everything rally which had been 
scheduled for the NAB convention was cut 
down to research size and everything is 
under control with the exception of indi- 
vidual use of BMB figures (see editorial, 

Wide Open Spaces for TV 

Television City, which is being built in 
the Bronx. New York, will have on its lots 
at least one of the N. V. stations that will 
receive a license. ABC will be TV-located in 
Queens Sunnyside New York., around the 
first of the year. The network is certain to 
have its maximum 5 licenses for stations 
within the next GO days, the first net to be so 

Television Needs Programing.- Kobak 

Edgar Kobak. President of MBS. the 
only network that hasn't yet gone into 
television, warned the TBA Television 
Broadcasters Association in their second 
annual meet at the Waldorf-Astoria in 
New York Oct. 10, 11 that unless emphasis 
is placed on programing there won't be 
an audience for the medium. 






• BMI, which had enough music for the entire 
needs of hroadcasters in 1941, today has 
increased its repertoire of performable 
music by more than 400%. 

• BMI service, too, continues with amazing 
progress. To the broadcaster, the perform- 
ing artist, to every user of music, BMI 
consistently adds Extra Service. 

BMI — Broadcast Music, Inc. — was established, 
maintained and operated by and for the broad- 
casting industry. 

It is managed by a Board of Directors elected 
by the broadcasting industry and functions 
solely in your interest as a broadcaster. 

Every bit of music in the BMI catalogue is 
your music . . . 

Every service provided by BMI to broadcasters 
is your service . . . 

Every BMI song performed on radio is your 
song . . . ___ 

When you attend the NAB Convention of 1946, make it 
a point to consult with your BMI people. ROY HARLOW 
and his staff of BMI Field Men— RALPH WENTWORTH, 
COX— those men who are working for you, the broadcaster, 
will be there with you. 



. 1 



B> vX 










THE Broadcast Measurement Bureau 
has weathered the first storm since it 
became a going operation. Its decis- 
ion to stop suggesting "ways" of using 
BMB measurement figures and to stop 
suggesting that cost-per-thousand BMB is 
a valid way of selling station time, is well 
taken. Nobody suggested that there was 
anything wrong with BMB's research or 
its objective during the organization's 
recent conferences which decided that 
BMB should stick to research and skip 

research promotion. However, in a state- 
ment issued October 10th, BMB infer- 
entially surrendered its birthright, the 
control of the use of its data. It stated: 

"BMB neither approves nor disapproves 
of any specific manner in which its data 
are used. While certain uses seem at this 
time to be valid and other uses obviously 
invalid, there is an area of disagreement 
with regard to many possible uses, whose 
validity is subject to further experimenta- 
tion and testing after all reports are avail- 

The BMB must not permit the indis- 
criminate use of its figures which this 
statement makes possible. It is the job 
of any research organization to make 
certain that the conclusions at which it 
arrives are not distorted, twisted, or per- 
verted. If there are areas in which there 
are disagreements as to the proper use of 
data, then it's the responsibility of the 
research organization to probe the validity 
of the specific use and endorse or prohib ; t 
the proposed use of the figures or their 

The control of BMB is in the hands of 
representatives of all who are interested 
in broadcasting; the stations, the networks, 
the advertising agencies, and the adver- 
tisers. If they permit themselves to be 
rubber stamps as they were in the case of 
the Cooperative Analysis of Broadcasting, 
if they permit the officers, no matter how 
capable, to control BMB policy, they are 

blank-checking the industry into another 
research failure. It happened once. It 
must not happen again. BMB is sound. 
It must be kept so. 

NOW is the time to get acquainted 
with all the broadcast advertising 

AM, still the big attraction, is no longer 
the whole show. FM, TV, and Fax share 
the billing, if not in dollars at least in 
attention, and no advertiser who is thinking 
about tomorrow's business can afford to 
forget it. 

Sorting out the four broadcast mediums 
is a big assignment. AM itself is problem- 
beset. Add to this the complexities of its 
three contemporaries, each embryonic, 
dynamic, and different, and you really 
have something. 

The situation calls for straight and un- 
prejudiced thinking. Sponsor was founded 
with this in mind. This issue, and the ones 
that follow, carry carefully-gathered facts 
and figures on each facet of broadcasting 
advertising. When necessary, the relation 
of one medium to the others is explained, 
with black-and-white mediums frequently 
included in the process. 

Sponsor will keep the sponsor abreast 
of the unfolding scene; often ahead of it. 
That's the sort of job that requires a 
maximum of cooperation. Reader con- 
tributions will be more than welcome. 
They help do it better. 

MO WEST 52nd 

The switch of Lone Journey from NBC 
to CBS should inspire a Sponsor report 
on why advertisers change networks. 
Award winner Sandra Michael and her 
brother Peter still write the show. 

William R. Harshe, 

William R. Harshe & Associates 

Editor's note: Network shifts are the basis 
for a special SPONSOR study. 

Editor's note: It's because of both reasons, 
as noted in SPONSOR review of the pro- 
gram on page 46. 

Although networks and most stations feel 
that it takes a long time for a show to catch 
on, Little Women, which is heard daily 
at 5:45 P. M. est over KCMO has already 
collected a real listening audience. Maybe 
it's be ' and the sensors are pro- 

moting it. or maybe it's just because it's 
a worthwhile program, 

(mi, ml Main; 

The problem of copyright protection of 
broadcast material, both for the sponsor and 
the writer, is growing daily. Agencies are 
loath to look at new material and ideas with 
the result that new commercial ideas are 
stolen and there's no way to prove them 
right or wrong. It's going to take the com- 
bined efforts of sponsors, advertising agen- 
cies, and networks to move congress to 
action on protection of unprinted material. 
Maybe Sponsor can do some thing about 
it lor the industry. 

Arthur Henley, 

Script Writer, 

Honeymoon in New York .VBC) 

Editor's note: There have been a number of 
drawn out court cases on radio copyright. 
Action will no doubt follow a detailed report 
on the subject. Such a report is in the "future" 
folder of SPONSOR. | j 

The thought has struck me that it might 
be advisable for us to send your trade paper 
on a yearly basis as a Christmas gift. 

Phil Lalonde, 
General Manager, 

Publisher's note: Naturally, we agree heartily. 

There's no inside story to Cavalcade. 
Many of us, both at the agency and in our 
own organization, have "sweated it out" 
for many hours. Also, Cavalcade is only 
part of our educational effort, which is so 
coordinated that it is impossible to give 
credit to any one activity. 

Wn i [AM A. Hart, 
Director oj Advi rtising, 
E. I. DuPont Nemours 

Editor's note: The Cavalcade of America and 
what it has contributed to the present public 
acceptance of DuPont is a broadcast epic. 
We hope eventually to tell the DuPont story. 



Shortly, in this space ive hope to call your attention 
to developments here at WINS during the initial weeks 
of ownership by the Crosley Corporation. We ivill list 
a number of responsible and representative advertisers 
whose confidence in the future of the station is being 
expressed in the tangible form of contracts for time and 
for programs. 

A 50,000 Watt transmitter has already 
been installed and is being tested. A new 
rate card has been issued to take effect 
November 1, 1946. In some respects at 
least it represents a rather unusual, but 
we hope, sound concept of Independent 
Station rate structure. 

No deletions have been made in the WINS 
staff, rather every effort has been, and will 
continue to be made, to strengthen it. 

The station will stand on its own, with all 
the help we in Cincinnati can give it, but 
WINS will not be run by remote control. 

New York is a big market . . . we know 
full well that we are dealing in terms of 
years, not months, of sound and construc- 
tive growth before either WINS as a 
station or our company as the licensee 
can consider that our obligation to the 
people of New York is being fully met. 







WJW rides the crest of the wave of listener acceptance in Cleveland — a wave of enthusias- 
tic acceptance built by better programming! In the industrial heart of the nation — the 7th 
largest . . . 5th richest . . . 3rd most densely populated area in the United States— Cleve- 
land's Chief Station has more daytime listeners per dollar than any other regional station. 
Local top-raters like Pappy Howard's Cleveland Clambake have attracted a large listen- 
ing audience! And for the advertiser who wants prestige — wants his product presented 
with quiet dignity — WJW offers vou Stan Peyton's memorable "This is Goodnight". 


ABC Network lMf . 


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WLS helps find a 
stolen truck. ..quickly 

"I want to thank you from the depths of my heart for your promptness and 
cooperation," writes Mrs. Alex Kedas of Westville, Illinois. 

The farm family truck had been stolen and they needed it. At 10 a.m., Mrs. Kedas called 
WLS. At noon, the stolen truck was described on WLS Dinnerbell Time. 
Mrs. Kedas continues: 

"Before your program went off the air, the whereabouts of this truck was 
reported to the sheriff of Kankakee County by one of your listeners." 

Undamaged, the truck was located near Manteno, Illinois, 
100 miles from Westville, and returned to its owners. 

More dramatic than the day to Jay assistance and entertainment 
WLS gives its audience, this story of a stolen farm truck 
points up the long-established fact 



ISH: Check on CBS within past month 
indicates that over 30 programs have 
dropped opening and closing commercials 
and now do their selling at 8 to 10 
minutes after sign-on and 8 to 10 
minutes before sign-off. Network dis- 
claims credit for change-over. 

GROUP: "WOV-Pulse of New York" survey 
indicates that neither top nor bottom 
income group listens much to disk 
jockeys . 

THREE-COLOR TUBE: Although RCA elec- 
tronic color, as shown to press, uses 
three tubes in one unit, laboratories 
have an experimental tube with three 
units in one glass housing. It may be 
years, however, before it's unveiled. 
It's nothing like the Thomas color tube 
which has four units in one and uses 
shutters. RCA also has an adaptation of 
the image-orthicon tube which will work 
in studios. Image-orthicon which has 
made outdoor coverage possible day or 
night through its infra-red sensitivity 
doesn't work too well indoors. 

industry's feeling that there are too 
many awards. City College's entries from 
agencies and sponsors are twice last 
year's ( '46 is Competition's third year) . 
John Gray Peatman continues as "Awards 
Chairman. " 

RESEARCH: First of the forums to go 
direct to the people on subjects dis- 
cussed is Ted Granik's "American Forum 
of the Air" which will poll listeners 
while program's on air. Lightning tabu- 
lation will air home audience's views 
before forum signs off. 

it's years since Cornell made study 
about "retention," i.e., how long sub- 
ject remembered things he had read under 
specific circumstances, three agencies 
are digging into report. Research check 
proved that rest after reading or hear- 
ing something increases many times the 
subject's ability to remember. Highest 
retention factor was indicated when sub- 
ject slept after reading or listening. 
Study "proves" that one commercial after 
another tears down impact of each bit of 
selling, but that "rest" in between 
builds up ability to absorb. 

American Broadcasting Company, which is 
battling WWJ to be first to operate 
television station in Motor City, has 
already signed four sponsors: U. S. 
Rubber, General Mills, Chevrolet, and 
Campbell-Ewald Company. 

Crosby's transcribed shows' sounding 
less than 100 per cent is said to be 
fact that Bing Crosby, for years beset 
by stop watch, feels that now is time to 
rebel. His recording dates have run 
three minutes overtime. After dates 
shows must be dubbed onto master disk 
for pressing and three minutes cut out 
in process. Technically this is bound 
to make quality less than perfection. 
Though program has once dropped to 12.2 
its rating on last two reports was 15.4. 
Bolstering show is tough, since Petrillo 
has increased recording rate for 
musicians 50 per cent and that extra 
comes out of the Bing pocket. 

Rating organization drops Des Moines and 
adds two new cities. National rating 
now covers 33 towns. "Sample" in San 
Francisco and Oakland has been increased. 



journalists are yelling their heads off 
about the announcements which sell com- 
mercial radio and the business of adver- 
tising to NBC Symphony listeners. The 
advertising industry on the other hand 
is 100 per cent behind idea. Charles 
Hammond, NBC advertising and promotion 
head, scripts campaign as labor of love. 

nothing fancy or complicated about the 
rate for participation on the Joe 
Gentile-Ralph Binge "Early Morning 
Frolic" on CKLW. Show runs for three 
hours every 6 to 9 a.m. except Sunday 
and the time tab per "occasion" as the 
station calls it, is 820, no more, no 
less and with no extra clauses. 

were plenty of agencies who reported 
"no comment" on the Stuart Peabody 
(Borden vp) question on "Commissions on 
Commissions" (page 34) . AFRA rules on 
"hidden fees" for artists' representa- 
tion could have answered some of S. P.'s 
points, but it's likely that few radio 
staffers at agencies read rules. 

individual stations all over the nation 
doing a top "Alcoholics Anonymous" pro- 
graming job (KLZ just released a nice 
new pink elephant promotion), CBS's 
series on the drinking evil is the last 
word in putting that ole debil rum where 
he belongs. Fact that a prohibitionist 
is suing Columbia because it sells 
Cresta Blanca wine and won't sell him 
time has nothing to do with the air 
series, which had been planned long 
before suit, though its announcement 
came suspiciously close to suit time. 

the-world flight sponsored by the Wilkie 
Memorial and the Common Council for 
American Unity just didn't land atten- 
tion on Norman Corwin's return. Maybe 
the fact that he didn't get near Marshal 
Stalin might have something to do with 
it or maybe the lack of unity at the 
U.N. was something that Corwin couldn't 

top as news. However, his report to the 
people over the CBS chain is something 
that's worth waiting for. Corwin on the 
air will do a great deal to sell the 
one-world idea and give a little more 
public service feel (as he's always 
done) to CBS. 

in its primary area, states Bert Silen, 
its prexy, Australia, South China, and 
Dutch East Indies. As proof he has a 
mail count of 500 letters a month for 
Australia alone. Station broadcasts 18 
hours a day in English, Chinese, Philip- 
pine dialects, and Spanish. It's 
affiliated with NBC. 

EVERY NETWORK LEADS: Every chain has 
at least one time during the daytime 
when it leads all other webs in business 
and listeners. Morning is ABC time. 
American's mornings are sold out and 93 
per cent of the accounts are renewal 
business. CBS shares with NBC daytime 
serial hours. Comes children's hour and 
MBS takes over, although ABC is contest- 
ing Mutual claims. MBS takes over the 
cloak-and-dagger period on Sunday after- 
noon between 4:30 and 6 p.m. 

that the Cowles' Boston outlet, WC0P, 
has studios in the grand manner, it's 
playing host during December to the Hub 
public. Prizes for studio visitors will 
include market baskets full of WC0P 
advertised products. The 5,000th door 
opener is receiving a special special 
basket. There were 1,000 agency and 
sponsor guests at red carpet opening. 

HOTEL TV: Hotel Pennsylvania in New 
York is the first hotel to install tele- 
vision receivers in guest rooms. Not 
all rooms have air picture sets yet but 
will in time. Television has been an 
added attraction in this Statler hotel 
cocktail lounge since October 4. 

A special demonstration of coin-oper- 
ated receivers planned for last month 
flopped since receivers wouldn't work — 
however, another firm expects to have a 
coin-operated set ready for distribution 
by the first of the year. 






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For Radio 
and By Radio 







for the 





Radio has been ribbed by experts before. Wag Wagner, vice president 
of OHan Advertising Company, has a better background than most. 
He takes it as well as gives it. His "Whizz-z-z — best nickel candy 
there iz-z-z!" and "Atlas Prager — got it? Atlas Prager — get it!" 
are among the most-ribbed (and resultful) radio commercials on record. 


Thanks to radio! With a/1 of iti 

It's still a veryjhappy medium. 

According to an agency friend," An 
advertiser never likes a radio program 
until he buys it, then he hates it." 

We can vouch for it: the writers of 
radio jingles see spot announcements 
before their eyes. 

The pulling-power of radio: We once 
went along, for moral support, with a 
high-pressure radio-station salesman 
who had sold a retail store a series of 
programs to advertise a "sale of the 
century." \& hen we entered the store 
it was fillec — with clerks — not a cus- 
tomer in sight. Undaunted, the high- 
pressure salesman said, "Well, Mr. 
Sponsor, how's the program doing?" 
Dolefully the sponsor answered, "A 
fine program you sold me! ONE man 
came into the store!" Battered but 
still punching, the salesman countered 
with, "Well, that's breaking the ice, 
anyway." To which the sponsor re- 
plied, "Yeah, he was a man from the 
Better Business Bureau!" 

But you must admit that radio is an 
ever-growing factor in education: 
"Be's you got Sponsor's Crackers in 
your house?" "Sure I are, every- 
body do." 

Radiodious comparison: Kicked 
around like a sustaining show. 

Radio slips that pass in the night: 
did you hear, oh, DID you hear the 
ad-lib answer of the winning con- 
testant on that quick-shaving com- 
mercial? He was asked, "How do 
you feel?" And he quipped, 

The radio account-exec's prayer: 
Now / lay me down to sleep, 
And may our Hooper rating keep, 
So in the morning when I wake, 
The sponsor's call won't make me 

AND NOW; for the first time in any 
publication, we present the most 
amazing and startling free offer in 
history. A complete course in one 
easy lesson on how to write radio 
commercials! All you've gotta do to 
get this course is to tear off the cover 
of this issue of SPONSOR, or better, 
just tear up this column and a reason- 
able facsimile and send it in to the 
publishers along with a contract for 
twelve full-page ads. Just listen to a 
sample of this sensational course. 

Chapter 7: How to write an opening 
or lead for your commercial: Always 
start out with "Here's good news for 
candy lovers" — unless the product is 
beer, in which case you start with 
"Here's good news for beer lovers." 
But maybe it's ice-cream. Then you 
say, "Here's good news for ice-cream 
lovers." Of course, if it's wedding 
rings, you just say: "Here's good 
news for lovers." 

Chapter 2: Repeating for emphasis, 
or in case nobody's listening. Ex- 
ample: Announcer No. 1: Sponsor's 
shaving cream is the only shaving 
cream that shaves your whiskers, 
soothes your skin, wipes your face, 
and kisses your wife goodbye. 

Announcer No. 2: Yes, Sponsor's 
shaving cream is the only shaving 
cream that shaves your whiskers, 
soothes your skin, wipes your face, 
and kisses your wife goodbye. , 

Wife: Dear, did you hear what they 

Husband: Yes, Sponsor's shaving 
cream is the only shaviog cream that 
shaves your whiskers, soothes your 
skin, wipes your face, and kisses your 
wife goodbye. 

Announcer No. 3: Right. Sponsor's 
shaving cream is the only shaving 
cream . . . repeat until the end of the 
commercial, the untimely end of the 
program, and the end of this here 
now colyum. 


Now Available for Sponsorship 

"It's usually considered in bad taste for a 
reviewer to use superlatives in describing a 
show. Sometimes, however, such a course of 
action cannot be helped, as in this first tele- 
vised version of the n.k. "Lights Out" radio 
spine-tinkler . . . the program was tops from 
start to finish and undoubtedly one of the 
best dramatic shows vet seen on a television 
screen . . ." 


Now Available foi Sponsorship — For com- 
plete details write: Sales Department 

NBC Television 

30 Rockefeller Plaza, Veu York 20 • New York 

A Service of Radio Corporation of Amei.ct, 















Sponsor Reports 


Signed and Unsigned 




Mr. Sponsor'Asks: 




Publicity Yardstick 


Contest Chart 
Commercial Reviews 
New and Renew 


Mr. Sponsor 

J. Carlisle MacDonald 

Know the Producer 
Himan Brown 


Industry Report: Drugs 


Sponsor Speaks 




40 West 52nd 




Published monthly by Sponsor Publications Inc. 
Executive, Editorial, ard Advertising Offices: 40 West 
52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. 
Publication Offices: 5800 North Mervine Street, 
Philadelphia 41, Pa. Subscriptions: in the United 
States $5 a year; in Canada $5.50. Single copies 50c. 

President and Publisher: Norman R. Glenn. Sec- 
retary-Treasurer: Elaine C. Glenn. Editor: Joseph M. 
Koehler. Associate Editor: Frank Bannister. Art 
Director: Art Weithas. Advertising Director: Charles 
E. Maxwell. Advertising Department: Edwin D. 
Cooper (Pacific Coast — 157 North Hamel Drive, Beverly 
Hills, Calif.), Alfred Owen. Circulation: Milton Kaye. 

COVER PICTURES: With the switch of Martin Block 
(lower left) to KFWB on the Pacific Coast, the New York 
disk-spinning field has opened wide to names. Ted Husing 
is at WHN (lower right) and Bea Wain and hubby Andre 
Baruch (upper right) arc jockeying at WMCA. Al Jarvis, 
the original Maki Believe Ballroom man (upper left), is 
out to prove at KLAC that tin West Coast belongs to him. 


FM could have languished were it not for the handful of 
station owners who continued to broadcast even when there 
was no one to listen (three set owners were supposed to have 
been available in New York at one time to hear transmissions 
on the new band and there were four stations programing 
for those three receivers . 

It takes plenty of belief in a medium to keep going without 
income and at times without even any idea of when the in- 
come will start rolling. That's true not only of FM operators 
but of TV station men as well, although the latter were never 
down to anything like three sets. In some station areas 
there were, however, as few as 100 TV receivers, and even in 
New York the receivers tuned for the new waveband were 
down to a few hundred at one time. 


It's station members who are fighting to make the BMB 
more definitive in its reports. In the past it has always been 
the buyer, not the seller, who wanted his media information 
in a more usable form. What agencies and sponsors some- 
times don't stop to realize is that broadcasting, like few other 
forms of advertising, has lived most of its life in a fish bowl 
and that its research is far in advance of all other media 
research. Stations and station representatives want to keep 
it that way. They're not waiting until the buyer of time starts 
asking questions. They're asking first. A little hand for 
Hans Zeisel, of McCann-Erickson, (page 20) who instead of 
being critical of Broadcast Measurement Bureau figures used 
McCann dollars to uncover some of the answers. 


FAX, like broadcasting before it, has become aware that it 
won't come of age unless it starts at once to tackle program- 
ing. Both Captain William G. H. Finch and John V. L. 
Hogan are developing program formulas on their test opera- 
tions and expect to make the results available to stations. 
Facsimile is embryonic as an advertising medium, but it's 
not ducking the problems. 


The battle between those who believe that network trans- 
mission of recorded programs means the end of the chains as 
they arc known today and those who are pro web-transcrip- 
tions is being fought fast and furiously. The anti-disk con- 
tingent pouts when Crosby's transcriptions get a good rating 
and purrs when the rating sags. But the battle has been 
kept clean and no matter what the outcome the industry 
won't suffer because of this intramural fracas. 


Three sponsors are contributing to giving TV a lift along 
the tough program road ahead. Standard Brands. Ford, aid 
General Motors Standard Brands is already a nnjor con- 
tributor with its Sunday night Face to Face and its Thursday 
m<jht //<>!<> (,7uss; so is Ford with its sponsorsh p over CBS 
andDuM »ntol sports and other events. In January Chevrolet 
joins S. B. and Ford with an hour show on DuMont's WABD 
and is scheduled to use time on everj commercially-operating 
telecaster. Pioneers saying it with cash rate some applause. 


Eisa Maxweii says, Mere's how to make your 

r CUSfomerS Or yOUr Wife (or anyone else) 

\o\/e you all through 1947." 


I Win -01 Till -MONTH (III! 


THE PERFECT CHRISTMAS PRESENT for those important clients 
and business associates ... a new, different, impressive gift that 
will rate you "ace-high" all year 'round! Yes, every month (except 
June, July, August) a beautiful box of famous candy will be sent 
to each person on your list. Every box is a specialty, a real taste 
treat . . . shipped fresh from where it is made. A Candy-of-the- 
Month Club subscription is a constant reminder of ■ a_. 
your thoughtfulness throughout 1947! Subscription cost SIU/ J 
represents current retail prices of these candies, plus postage, handling I # 
and insurance. 

A colorful gift card bearing your name 
is mailed before Christmas to each one 
on your list, announcing that you have 
presented him with a subscription to the 
Candy-of-the-Klonth Club. 




T~-~-^_ We - 

KOF -TH £ . 

Brown & Haley's Almond Roca Tacoma 

Liberty Orchards' Aplets Cashmere 

Country Store's Nut Clusters Beverly Hills 

Allie Adams' Chocolate Caramels Dallas 

Jacobs' Pecan Prolines New Orleans 

Putman's Opera Creams Cincinnati 

McNolly-Doyle's Cocoanut Balls Cleveland 

Princesse de Conde's Chocolates New York 

D. Kopper's Swiss Chocolates New York 

reserve the right to substitute candies. 

932 A 




tlve ^YCorrCu^ C£u\r, \avc. 




Years ago, since we first received authority to transmit, CKLW has primarily 
been an instrument of the community . . . recognized by listeners and competing 
stations alike in The Detroit Area, as the PUBLIC SERVICE Station. Our program 
building routine keeps PUBLIC SERVICE foremost . . . our alertness in countless 
emergencies of local and national scope have won for us two national honors . . . 
FIRST awards for PUBLIC SERVICE! We're proud that day in and day out. our 
staff of artists and announcers have helped make this station the great but still very 
personal thing that it is to thousands and thousands of families in this, America's 
Second Market. This is important too: our highly developed facility of influencing 
people through PUBLIC SERVICE makes us a mighty potent means of selling both 
progress and products to The Detroit Area's more than .4.000,000 radio homes! We'll 
crackyour sales problem, too, if you'll phone CAdillac 7200 . . . wire, "rite, or contact 
our able representatives. 

In The Detroit Area, It's 

5,000 WATTS 

AT 800 KC 






ADAM J. YOUNG, JR., N. Y. Rep. H. M. STOVIN, Toronto Rep. 

J. E. CAMPEAU, Vice Pres., and General Manager 


Martin L. Strauss and "Take It or Leave If' 

left a trail of aspirin-eating managers behind them hut 

together they've built a business 

EVERSHARP, INC.— $1.75 a share in 1940, $58 a share 
during 1946. 

Take It Or Leave It and Martin L. Strauss did it. 
Four hundred Eversharp dealers in 1940, 30,000 in 1946. 
Take It Or Leave It and the hard-hitting sales staff of Ever- 
sharp did it. 

Eversharp net sales in 1940, $2,001,674; net sales in 1945-46 
(fiscal year ending February 28, 1946), $29,471,493; more than 
$40,000,000 in net sales expected for the current fiscal year. 

Take It Or Leave It, Maisie, and Henry Morgan, added to 
the most aggressive selling of radio advertising in the history 
of broadcasting, did it. 


Somewhere in between the Eversharp success and the Mar- 
tin L. Strauss (Eversharp president) success is the story of 
ad-agency man Milton Biow, who saw the possibilities of a 
quiz crap game, risking winnings on each toss of a question. 
I Ie bought the idea from the Atlanta. Georgia, listener who had 
suggested it to a local station manager, and called it Take It 
Or Leave It. 

Biow auditioned literally hundreds of announcers for the 
mc role and finally decided to use Bob Hawk, who was work- 
ing for him in his own stable on a Philip Morris program called 
Guess Three. Hawk was gaga about the idea from the first 
time that Biow told him about it between the office and the 





VERSHARP presents . . . for the one occasion that demands 

a truly beautiful and distinguished gift ... a gift to be 

treasured throughout the years . . . the new Eversharp 

"ommand Performance" pen and repeater pencil set . . . 

in fourteen karat gold. May be beautifully engraved with 

i "TAKE IT OR LEAVE IT" with Phil Baker, CBS. Sun. Night* 
and Ann Sorhern in "MAISIE" - CBS. Friday Nights 

_ attdum tiure/M //naif/ 

(7 C/ /■ .-.i— ~» 

Plush ad jobs join the air shows to sell the $125 solid gold set 

elevator. It was Hawk who suggested the seven step-ups in 
money from $1 to S64 and it was Hawk who brought to the 
show the idea of placing the questions in categories; and it was 
Hawk who brought the show to a 14 rating within the first year. 

Take It Or Lean It was sold early in 1940 to Martin Strauss 
for Eversharp while he was taking it easy in Palm Springs, 
California. The Mutual Broadcasting System, feeling that it 
would get the business, cleared a coast-to-coast network, filled 
the roof studio on top of the New Amsterdam Theater (N. Y.) 
i typical quiz audience, and piped the show to Strauss. 
The audition was successful. He bought the show . . . and 
placed it on a CBS network of 27 stations. 

With the purchase of the program and the spotting of it 
directly after the Texaco Star Theater with Fred Allen, the 
fun began. Martin Strauss and his sales manager Larry Rob- 
bins barnstormed the show and although it was aired in only 
27 cities, it was promoted, through personal appearances, in .~>8 
towns. Strauss is a terrific salesman. He turned every ticket 
for the show into a pen sale. If a department store wanted 
an allotment of tickets, it had to agree to take plenty of pens 
and do plenty ol pen promotion. Bob Hawk was booked for 
personal appearances in everything from a class jewelry shop to 
the station two doors from the corner. Five personal 

appearances in a day was nothing unusual for Strauss to set 
for Hawk until one day Hawk folded up 1<> minutes before air 
time and almost didn't Take It Or Leavi I; that Sunday night. 

In some towns the ticket distribution problem was so hectic 

that station managers left town for the week. In one spot a 

department store claimed that it had been promised 1.000 

ti d with only 20. It fumed and it fumed 


and finally "solved" the problem in its own department store 
way. It printed 1.000 facsimiles. What that did to local studio 
facilities that week made history on the police blotter- of 
the town. 

As a matter of fact, the Strauss sales caravan made history 
in practically every town it visited. Station staffers, warned 
in advance, filled their pockets with nickels and conducted 
their businesses from nearby telephone pay stations until Strauss 
and Taki It Or Leave It left town. It was useless to attempt to 
use the station phones, everyone wanted ticket-. 

In Philadelphia the program went on the air only after Hawk 
had warned the mob that filled the aisles and overflowed onto 
tin stage, that any coaching would force him to have the 
coach escorted politely from the broadcast. With the very first 
question there was a hilarious resounding voice in the first 
row that insisted on answering despite continued warnings from 
Hawk that "once more" and the heckler would have to go. j 
Finally Hawk was about to order the man with the voice 
escorted out when he happened to take a good look. It was 
Strauss himself — he sometimes has a quaint sense of humor. 

While the tour tore up a number of studios and increased 
the quota of aspirin used at each station, it proved what an 
intensive promotional campaign tied up with a broadcast pro- 
gram can do. When the razzle-dazzle started there were, as 
was indicated at the outset of this report, just 400 Eversharp 
dealers, When it had swept through the 58 cities and returned 
to New York to rest there were 1.900 dealers. From 4 
4.900 took just six months of the blood, sweat, and gut-s of* 
Strauss. Tom Emerson domestic sales vp>, Larry Robbins. andfl 
Hawk, and '26 weeks of Take It Or Leave It, in person and on 
the air. 

A year after Take It Or Leave It had started selling Eversharp 
pens, there came the first rift. Neither Bob Hawk nor Biow 
had signed the two-year contract that had been drawn up be- 
t w ten Hawk and the advertising agency. According to Hawk there 
were too many "if" clauses and no increase of stipend after 
a year. So he decided that he was worth more dough and asked 
for it. Biow tried to sell him on the idea that he wasn't worth 

Typical capacity-house 

person" airins was this Bob Hawk 


Martin L. Strauss II — he isn t happy unless promotins something 
"' n le Bellevue-Stratrord in Philadelphia where they sat 'em in the aisles 

the increase and failing ;it thai t> for a considera 

dI time. Haul, played along with Biow until he sold 
himself to anon Reynolds 1 I 

and then turned m I. 

Biow assured Hawk that the latter was out of his mind t<. 
leave such a hoi program Hawk left anyway. The nexl week 
Biow announced that Takt It Or Leave It had attained "big 
time stature" and had brought in the well-known Broadway 
comedian, Phil Baker, to take over the mc role, and the pro- 
gram continued it> upward climb. Less than a year- later Hawk 
offered $10,000 for the Takt It Or Leave It program and received 
the answer that he expected from Biow. "Are you nuts?" 

While the program was building, the Eversharp organization 
hadn't forgotten to develop merchandising approaches to fo 
tain pen and automatic pencil selling. The program consistently 
has a higher sponsor identification than practically any pro- 
gram on the air with the possible exception of Lux Radio Thea- 
ter and Fibber McGee and Molly. That's swell to Strauss 
but he knows that "reason why copy" is also a must and so 
almost from the beginning there was the $5 pen, "guaranteed 
not for years, not for life, but guaranteed forever." That ap- 
peal has been used all through the past six years, even though 
a repair charge of 35 cents has been added to the copy, and the 
price tag on the pen has gone up and up. 

At the end of the first year of broadcasting (1941) the Ever- 
sharp organization faced a decision. The corporation was in 
the red for approximately the amount that the program had cost 
them. It was a temptation to drop the program. Philip Mor- 
ris, Biow's biggest client, was ready, willing, able, and even 
anxious to pick it up had Strauss dropped it. He didn't. It 
was a turning point in the Eversharp history, for while the net 
sales in 1940 were very little higher than they were in 1939 
(actually only $7,326 higher), the business doubled in 1941, 
jumping from $2,108,000 to $4,130,391. and increased at the 
rate of approximately $2,000,000 a year for the next two years. 
In 1944 Take It Or Leave It hit its all-time high with a 23.8, 
a rating that few programs attain, even those whose budgets 
run over $20,000 a week for talent alone. That's many times 
what the $64 Question program costs. By this time it was on 
the full CBS network. The $64 Question was part and parcel 
of American language and Eversharp felt certain that the 
time had come to up the price range of their pen and pencil 
line. There had been only an $8.75 topper when Eversharp 
became the Strauss baby. Now it was time for a $64 gold pen 
and pencil set and Raymond Loewy was called in to design 
one worthy of the price tag. It went into production pronto and 
just as pronto sold off the jewelers' shelves. America was ready 
for class merchandise and had the money to gift its friends ex- 
pensively. Once while Larry Robbins. sales vp, was resting up for 
another romp around the country, an executive for a big manu- 
facturing organization asked him if it weren't possible to have 
Eversharp make up a "really expensive" solid gold pen and 
pencil set. When Robbins got back to Chicago he asked his 
midwest sales manager to check and see how many sets he 
thought he could sell at an estimated retail price of $125. To- 
gether they figured they could place 1,000 and they called 
them Command Performance. Nothing very original in the 
title, since the G. I.'s overseas were hearing "Command Per- 
formance" broadcasts every week, the President of the U. S. 
has for years been seeing an annual drama presentation as a 
"Command Performance." But five times the estimated 1,000 
$125 sets were sold the first season they were marketed and 
they have since become an integral part of the Eversharp line. 
Now the Eversharp business started really going places: it 
jumped from $8,947,056 net sales in 1943 to $20,860,838 for 
1944 (the fiscal period ending February 28, 1945). It was second 
in dollar volume in the pen business, being only $457,212 behind 
Parker which had taken the lead away from Sheaffer which. 



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"You'll be sorry" seldom applies to a G. I. on the Phil Baker airer As do most stars, Sinatra picked a gag category when he guested 

in turn, had been the number one money pen the previous 
year. The relative 1943 standing was: 





It was now necessary to add a program to give Take It Or 
Leave It a lift. Not that it wasn't doing a top job, but it's one 
thing to do a job for an organization with net sales of S8.947.056 
and still another to carry singlehanded the advertising load 
for a $20,860,838 operation. 

So Maisie with Ann Sothern began to sell Eversharp. It 
didn't start off with a bang. A couple of authors filed suit on 
the title and the idea and it took a little time to clear that up, 
but the program successfully carries its share of the load. 

Every organization makes a few mistakes. Eversharp an- 

nounced its ball point pen (it calls it a CA, capillary action, 
pen) a number of months before it was anywhere near ready 
to deliver, and Reynolds Pen, a small Chicago outfit, rushed 
its product onto the market and sold hundreds of thousands 
at $12.50 before the Eversharp CA was ready. That put a 
special burden on Eversharp airshows to sell when it was 
ready) the Eversharp CA set, pen and pencil, at $21.50 a set. 
The program did just that. They also sold the $25 all-gold- 
filled retractable CA pen and the S100 all-gold retractable CA 
Eversharp was in. The business for 1945 put it first in dollar 
volume among pen firms. It hired Carl Byoir as public rela- 
tions counsel. Byoir had handled the Reynolds pen press rela- 
tions so knew the underwater pen promotion theme. To Loewy 
as designer the organization added H. Hugh Willis, former 

Larry Robbins, sales vp, pays off with greenbacks at a sales promotion meeting 

Designer Loewy gave Eversharp its modern look 



research executive for Sperry Gyroscope, as director of re- 
search, engineering, and product development. It is his job 
to make sure that CA pens once sold stay sold and don't bounce 
back to the factory. It is also his job to produce a better razor 
now that Eversharp has purchased the Schick Injector razor 
business and is giving it the typical Strauss rush act. In March 
1946 when the Strauss organization took over the Schick razor 
there were 800 accounts. Today there are 9,000 and by the 
end of 1947 it's expected that there will be 25,000 direct ac- 
counts selling Schick. 

The reason why Eversharp stepped over into the razor blade 
business is fundamental. If Eversharp is a good name for a 
pencil, it's better for a razor. After Take It Or Leave It has sold 
listeners on pens and pencils and they've bought and used them, 
they're ready to be sold something else. The program hasn't 
been used to sell Schick razors — yet, but the consumer accept- 
ance which it has built up for the name Eversharp makes it 
much easier for the programs selling Eversharp Schick razors 
and blades. Even though the first Schick program, Tonight on 
Broadway, flopped in so far as getting real listeners is concerned, 
it sold Schick razors. There were too many different ideas on 

Financier Bard (left) backs Eversharp. (Right) researcher Willis 

what this program was supposed to be, even before ii hit tin- 
air. For the test it unit only on an Eastern CBS net rork of 
60 stations, and Eversharp dropped it like a hotcake when 
Henry Morgan became available on ABC with what seemed 
to be an acceptable program idea. Turn, lit on Broadway, never- 
theless, wasn't a total loss. On this program Buffi developed the 
Shavathon, the audience participation commercial, which is 
just screwy enough to "belong" on a Henry Morgan broadcast 
This commercial device pits three Schick razoi users, picked 
from the audience, against three non-Schick users, to prove 
that Schick is faster, better, etc. A Schick user wins practically 
every time. Not so long ago though a competitive razor user 
won, and Ted Husing, who describes the Shavathon just like 
any other "epoch-making" competition, announced thai he had 
to admit that a competitive razor had won the Shavathon. A 
second later he was back with a correction, saying that the 
competitive razor hadn't won after all but had been disquali- 
fied. Everyone listening thought it was just another commer- 
cial fake. It wasn't. The so-called winner hadn't shaved at all. 
He had just lathered up his face and, without bothering to 
insert a blade in his razor, had taken off the soap with the holder 
alone. Everyone working on the show wondered how the Biow 
producer who watches over the contest had caught the faker. 
Fact was that he had been suspicious of the entrant from the 
very start and had twisted the latter 's razor so tight it would 

Marshall Field store window 

have taken an Atlas to open il and insert a blade with any de- 
ft In n that contestant came in first, the pn 
knew that something wasn't according t<> Hoyli and it 

wasn't, l -nil wonderii 

stunt was a frame i>\ a competitive razoi or whether the guy 
was just a hungry actor out of work. 

He' in started out with a sock rating for the 1" 

11 p. in., an ll.l. which i- better than most shows mi AB( It 
hits 175 stations and mon will 1" added as Schick distribu- 
tion grov 

Anothei reason tor Eversharp's adding Schick to its prod- 
ucts is bas'c to merchandisers. The entin Strauss opera- 
tion is a dun t-selling om There's not a jobber or a distributor 
in the picture. The drali i- an contacted by Eversharp -alts, 
nun directly at least once a month and in big cities oftener. 
There are 107 salesmen covering 107 territories. It takes more 
time and energy to open new accounts than it does to sen in 
them alter they're sold. The dealer saturation point was rap- 
idly being approached by the pen and pencil line. So tin new 
product gives the salesmen more incentive. The Eversharp 
formula is based upon paying "more money in the aggregate 
01 per man against its total business than any sales organiza- 
tion in America." 

ires prove that. The salesmen's earnings ;-nd number of 
salesmen for the past five years are: 


and up to a month ago they had been paid in 

1946 $1,405,265 1(17 

To keep that up, 'to make Take It Or Leave It continue to 
produce sales at a minimum cost per sale, more products that 



of Men 

$ 391.339 








Typical Eversharp thinking was their turtle stunt. To indicate a 
point that retracted they strapped a pen to a turtle and tickled him 

can be sold the same dealers that are a Uing the pens, pencils 
and razors are in the works. And the Kversharp Schick, now 
at $1.25, has a gold-plated initialed brother which is 
selling for $10. 

This is the era of $125 pens and pencils and $10 razors and 
it's the oyster for the Martin Strauss type of promotion. 

And there's a woman in the case, too. Mrs. Martin L. 
Strauss is very happy furnishing her remodeled home in 
Great Harrington. Vermont, with the help of one of America's 
great decorators, but she still watches over the Eversharp pro- 
grams. It's Mrs Strauss who still calls Bill Paley, Chairman 
of the Board and program boss of the Columbia Broadcasting 
System, about Eversharp airings. Radio credits a good portion 
of the Eversharp broadcast savvy to the Strauss lady. They 
also say that it's Mrs. Strauss who is responsible for Ever- 
sharp's turning into a top-ranking business instead of a cor- 
poration that was being built to resell as a stock promotion. 

No matter what they say. one thing is certain — it all wouldn't 
have happened if an unknown radio listenei down in Georgia 
hadn't had a brainstorm, the brainstorm that turned into 
Take It Or Leave It. 

The Ted Husing-reported Eversharp Shavathon sells plenty of Schick razors even if there is a ringer in the line-up once in a while 

1 I k *»/' 

L-2-- f ^^MH 

a SPONSOR monthly tabulation 

Contests and Offers 

SpOnSOr Product 

t> D *V * rtxt m. Closing 
Program Time Off.r T.rm. N . t Dit . 

(If Set) 


Peter Pan 

Peanut Butter; 
Canned meats 

Sky King 

Mon thru Fri 
5.15-5:30 pm 
7:15, 8:15pm) 

100 bicycles 

100 wnstwatches 

100 table model radios 

100 tennis racquets 

100 candid cameras 

100 pen 4 pencil sets 

Write 50 words or less on "1 prefer (name of 
program) because" ; send entry-letter to sponsor 


Dec 10. 1946 





Mon thru Fri 
5:30-5.-45 pm 


6:30, 7:30 & 

8:30 pm) 


Wheat & Rice; 


Terry 4 The 

Mon thru Fri 

5-5:15 pm 
6, 7 4 8 pm) 


Bread i. 

Aunt Jemima 

Pancake Flour; 



Doll (motion 



Mon thru Fri 
5:45-6 pm 

6:45 pm) 



Ladies Be 

Mon thru Fri 
3:45-4 pm 

4:45 pm) 

All expense-paid trip to New York 

Listener in each designated city who first identi- 
fies from description on program the "Mag- 
nificent Doll" on street of his city wins trip 


Dec 12. 1946 


G. Washing- 
ton Coffee 


Tues & Thurs 
3-3:30 pm 

Steel all-purpose kitchen knife 

Send 25c in coin &. 1 G. Washington label to 




Fred Waring 

Melody Hour 

Tues & Thurs 
11-11 :30am 

Tues 7:30-8 pm 

Recipe for Fred Waring Stew 

Write sponsor 



Gold-plated horseshoe pin with rhine- 

Send 25c & top from Dr. Lyons Tooth Powder to 
Box 15. New York 







10-10:30 pm 

Baby book 

Write sponsor or station 



Arrid; Carters 
Pills; Nair 

John J. 

Mon thru Fri 
1 :45-2 pm 

"The Ten Commandments of Wedded 

Write John J. Anthony, Box 17, New York 7 



Cary Salt 

The Shadow 

5-5:30 pm 

$100 gold wrist watch each tor man & 

Write letter-entry of 100 words or less on new 
uses of Cary Salt. Address sponsor at stations 



Shave Cream 

Can You 
Top This? 

9:30-10 pm 

$11 cash 

Jokes sent to program and used win $11. Sender 
loses $2 each time joke is topped (up to $8) 




Your Sports 
Question Box 

1 ;15-1 :30 pm 

$5 or $50 

Send to Leo Durocher, ABC, New York, a ques- 
tion on any sport or game. Each question used 
wins $5; sender of best question of week wins $50 




GE House 

MWF 4-4:25 prr 

Booklet. "Planning Your Home for 
Better Living Electrically" 

Send 25c to dealer, or to Art Linkletter. Box 4. 



Grape Nuts 
Flakes, etc. 

Portia Faces 

Mon thru Fri 
5:15-5:30 pm 

2 silver-plated teaspoons by Inter- 

Send 25c &. Grape Nuts Wheat Meal box top to 


Dec 31, 1946 

Post Raisin 

Bran; Bran 


Kate Smith 

Mon thru Fri 
12-12:15 pm 

Gold-plated sword pin chained with 

Send 25c with Post-Tens top to sponsor 



Cake Flour 

Gold Medal 
Flour, cereals, 

Crocker soups 


Mon thru Fri 
2:40-2:45 pm 

Booklet. "Better Meal Planning for 

Send 10c to Betty Crocker at sponsor 



Mon thru Fri 
10:25-10:29 am 




What's Doin'. 

Mon thru Fri 
2-2:25 pm 

Gas range to "outstanding mother of 
week." Gift to winning letter writer 

Write letter-entry about outstanding mother 
to mc 




A Date With 

Tues 8:30-9 pm 

Date book 

Write sponsor 




Dr. 1. Q. 

10:30-11 pm 

Up to $250 cash plus bonuses 

Send program 6 statements to be answered yes 

or no: send 9 biographical identity clues to 

famous personality. Judge selects winners 




Quiz Kids 

Sun 4-4:30 pm 

Zenith portable radio: Zenith console 

Send questions to program. If used, listener 

gets portable; if Quiz Kids are stumped, listener 

gets radio-phonograph 



Pet Milk 

Mary Lee 

Sat. 10:30-11 am 

Booklets. "Meals Men Like": "Your 

Write sponsor or program, local station 




Dr. Malor.e 

Mon thru Fi I 
1:30-1:45 pm 

Crisco cook book 

Send 10c to sponsor 



Aunt Jemima 

Muffets; etc. 

Ladies Be 

Mon thru Fri 

3-3:15 pm 
6:30-6:45 prr.) 

Electrical household appliances 

Send question to program. Judge selects winner 



Farm feed &. 
cereal products 


Sat 1-2 pm 


9-9:30 pm 

4 teaspoons by International 

Send 1 Instant or Regular Ralston box top &. 
50c to sponsor 




Exploring the 

Booklet on subject of each broadcast 

10c each, 13 for $1. Address sponsor 





8-8:30 pm 

Lighter to sender of subject used. Two 
table lighters if studio contestants are 
stumped. Grand prize, table lighter 
with matching silver plate cigarette 

Send to program subject about which 20 ques- 
tions may be asked. Wins premium if used 




New York 

Sun 3-4:30 pm 

Copy of intermission talk on science 

Write sponsor 



Dresses & 


11-11 :30 am 

First twelve prizes Teentimer dresses 

(one for each month of year); nine 

prizes, one dress each 

Look at week's Teentimer styles in local shop. 

Write entry-letter up to 75 words on style favored 

and why. Address sponsor 






Mon thru Fri 
5:30-5:45 pm 

1946 Mirro-Flash Badge: Secret Squad- 
ron Handbook 

Send Ovalttne label to program 




Ted Malone 

11:45-12 am 

$5 to $50 cash 

Prizes for original poems sent to program 

selected for Malone's Between the Bookends 

page in Radio Mirror 




Lectric Shave 

William L. 

Sun 5 :45-6 pm 

Free month's supply of Lectric Shave 

Write sponsor, local station 



Oh! Henry 



4:30-5 pm 

$100 reward from "True Detective 

Notify FBI and True Detective Magazine of in- 
formation leading to arrest of criminal named 
on broadcast 





Radio Station Will'. HaTTtsbUTg, Pa., Mon- 
day through Fndav. 5:30 5:45 p.m., est 

PROGRAM: This easy-to-take half hour 
of organ and the instrumental trio called 
The Stylists has the quality that years ago 
made George Shackley's Moonbeams on 
WOR (N. Y.) such an audience-holding 
program. However, it's not a time-to-go- 
to-sleep show as was Shackley's but is 
sprightly and up-to-the-minute, which it 
has to be to sell style. Wordage is kept to 
a minimum and to the musical point and 
Hill Erdossy, who gives voice to the pro- 
gram's words, is smooth without being 
unctuous. There are few indeed such 
musical pauses in a day's hurried fretful 




NANNIE (Ky.)! 

or u? In « >"•»" u """ T 

""" ,„ v,rv h»r<l " ""* 

?• ;,r „ k>.», -";«• 

Pav,, or »a covering 

„ v\i i- dedicated i«> 

, ,;//«• Trading Area. 

^t^- 7T te*e *~> 
from the Nannie 


COMMERCIAL: Although the handling of 
the advertising is okay, the copy isn't as 
smart as it should be. by far. Interesting 
was the selling by national trade name of a 
line of fur coats (Delsonj and the Frances 
I )' nny line of luminous cosmetics, neither 
of which appears to receive much play in 
metropolitan centers. 

TIME: Competition is a juvenile serial 
which does okay for itself with a 4.8 rating 
and another musical program which lands 
a 2.3. Fact that Fashions in Music has 
a 9.3 (WHP usually does better than net- 
work ratings) proves that although the 
housewife may be starting dinner in Harris- 
burg between 5:30 and 6 she'll still listen 
to something she wants to hear. 
PROMOTION: Aside from the usual 
build-up that the Redmond boys (station 
heads) give their programs (the station is 
not a "put-'em-on-the-air-and-let-'em-nde" 
operation) and some point-of-sale displays, 
the program alone has done the job during 
the 20 months that it's been broadcast. 
CREDITS: Mitchell Grand handles the 
musical end of the program personally and 
that's good. The sponsors. Bowman De- 
partment Store, leave most of the detail to 
the station and Ann Dunn who writes the 


Radio Station WCOP, Boston, Daily, 7:40- 
7: 15 a.m., est 

PROGRAM: Weather is hot news in New 
England, noted for its nor'easters. Ralph 
M. Barker, who handles this wet-and-dry 
tip-off by direct wire from Cape Ann, is 
one of Boston's better-known prognosti- 
cated. He has a nice direct way of fore- 
casting, with his first words "heavy coats 
today, raincoats tomorrow.'' that is a cut 
ahead of the usual line of weather informa- 
tion. This is as hot a five-minute show as 
anyone would want to buy. 
COMMERCIAL: The Four-Way Cold 
Tablet spieling is not made part of the 
weather reporting which, considering its 
heavy-handed selling, is as it should be. A 
minute opening and a half-minute closing 
is a lot of commercial to get into live 
minutes. Only a weather report like this 
could take it and survive 
TIME: The hour at which anyone would 
want to know about the weather is natur- 
ally before going forth to earn the family 
dollar. Seven-forty hits the early risers as 

well as most of all the other risers except 
the night-life contingent who wouldn't be 
interested anywaj . 

CREDITS: This is a WCOP station package 
and it's ample proof of what a station can 
build to serve a sponsor in five minutes. 


Radio Station WFAA, Dallas, Sundays 
3:30 1 p.m., est 

PROGRAM: The broadcast reviewed was 
No. -'il of the Interstate Theater's weekly 
Showtimt series. The half-hour can stand 
up with the average network variety show, 
from Maurice Stine's orchestra of 26 men 
to the handling of the motion picture plugs 
by Jack Mitchell (announcer i and John 
Paul Goodwin Cmc;. Stine's orchestra- 
tions are not stock versions of the hit tunes, 
but specials that give fullness and variety 
to the unit that makes for good listening 
If at times he overdid a good thing and 
played a number in practically every major 
and minor key, it wasn't too often. Maybe 
down in Dallas they like a tune milked, 
as he did Bob Hope's theme. Thanks for the 
Memory. The Plainsmen, who go under the 
program name of Showtimers. handle 
their vocalizing assignments with plenty on 
the harmony. Lee Marion the swoon con- 
tributor was off base with Surrender en 
the program reviewed but the Ewing Sisters 
did a twell job with The Glendale Bus. 
Terry Lee's handling of Somewhere in the 
N ght was nice if not quite full enough. 
Feature musical spot in the half-hour was 
"movie medley time" in which a half- 
dozen tunes torn as many pictures were 
handled by the en ire cast. Even Terry 
Lee and Lee Marion were sock in this 
section of the production. They do better 
apparently when not asked to su tain an 
entire number. Maurice Stine proved with 
the medley that he need make no apologies 
to any baton waver in the business. This 
program, as noted No. 261 in the Showtime 
series, wa a regular airing and not a 
special, such as was 262 in which Woody 
Herman and his entire touring cempany 
were featured. 

COMMERCIAL: Few motion picture 
circuits buy airtime to sell their wares, 
counting instead on a deal (screen time for 
airtime. Interstate has found hat Show- 
lime brings 'em in and pays off. The -ales 
talk on the pictures scheduled to be shown 
at Interstate Houses -ounded much too 
much like it was lifted intact from a movie 
trailer. The curse is almost taken off the 
plugs for a long list cf features by having 
the announcer. Jack Mitchell, and the mc, 
John Paul Goodwin, alternate in the spiel- 
ing. The entire produ.tion has the quality 
of a commercial since it's good entertain- 
ment and entertainment is the best way 
to sell entertainment Fact that it's 
broadcast from the Palace Theater in 
Dallas is also a plus for the live audience 
appears to be having a good time. That 
sells too. 

TIME: Three-thirty on Sunday afternoon 
is not cream movie-going time so the pro- 
gram doesn't keep them out of the theaters 

(Phasi turn to page 19) 





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Aeat Oh fteiwoikl 



STATIONS PROGRAM (time, start, duration) 

Derby Foods Needham, Louis & Brorby 


233 Sky King; Mon thru Fri 5:15-5:30 pm; Oct 28; 52 weeks 

Central Foods Benton & Bowles 


91 Juvenile Jury; Sun 1 :30-2 pm; Dec 8; 52 weeks 

Richard Hudnut Kenyon & Eckhardt 


64 Jean Sablon; Sat 7:15-7:30 pm (rebroadcast 12:45 am); 
Nov 9; 52 weeks 

Manhattan Soap Co. Duane Jones 


155 Rose of My Dreams; Mon thru Fri 2:45-.? pm; Nov 25; 
51 weeks 

Ralston Purina Co. Gardner 


Folk music, ballads; Mon thru Fri 12-12:15 pm; Jan 6; 
52 weeks 

Raymond Laboratories & Roche, Williams & Cleary 


233 Affairs of Ann Scotland; Wed 9-9:30 pm; Oct 30; 52 weeks 

Hudnut Sales Co. 

Union Pharmaceutical Co. Abbott Kimball 


9 (Pacific) Dorothy Dix; MWF 3:45-4 pm; Nov. 4 

Wine Growers Guild Honig-Cooper 


70 (approx) 10-10:30 pm; Jan 4; 52 weeks 

(Fifty-two weeks generally means a 13-week contract with options for 3 

successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) 


fienauaU Oh A f etwo*Ju 



STATIONS PROGRAM (time, start, duration) 

Campana Sales Co. Clements 


20 Solitaire Time; Sun 11 :45-12 noon; Nov 3; 52 weeks 

Chesebrough Mfg. Co. McCann-Erickson 


154 Dr. Christian; Wed 8:30-8:55 pm (rebroadcast 11:30 pm); 
Oct 23; 52 weeks 

Colgate-Palmolive-Peet Ted Bates 


139 Can You Top This?; Sat 9:30-10 pm; Jan 4; 52 weeks 

Ted Bates 


139 Judy Canova Show; Sat 10-10:30 pm; Jan 4; 52 weeks 

Electric Auto-Lite Co. Ruthrauff & Ryan 


153 Dick Haymes Show; Thurs 9-9:30 pm (rebroadcast 1 am); 
Oct 10; 52 weeks 

General Motors Corp. Kudner 


360 Henry J. Taylor; Mon & Fri 7:30-7:45 pm; Dec 20; 52 weeks 

P. Lorillard Co. Lennen & Mitchell 


141 Frank Sinatra Show; Wed 9-9:30 pm; Oct 23; 52 weeks 

National Economic Council Jim Duffy 


65 Upton Close; Tues 10:15-10:30 pm; Nov 19; 13 weeks 

Southern Cotton Oil Co. Fitzgerald 


8 (Pacific) Noah Webster Says; Thurs 9:30-10 pm; Oct 17; 52 weeks 

Texas Co. Buchanan 


233 Metropolitan Opera; Sat 2-5 pm; Nov 16; 18 weeks 

Westinghouse Electric Corp. McCann-Erickson 


194 Ted Malone; MWF 11:45-12 noon (13 weeks); Mon thru 
Fri 11:45-12 noon (13 weeks); Dec 30; 52 weeks 

Whitehall Pharmacal Co. Dancer-Fitzgerald-Sample 


51 Mr. Keen. Tracer of Lost Persons; Thurs 7:3"-8 pm; Oct 
24; 52 weeks 



85 Real Stories From Real Life; Mon thru Fri 9:15-9:30 pm; 
Oct 23; 52 weeks 

Ruthrauff & Ryan 


52 Ellery Queen; Wed 7:30-8 pm (rebroadcast 12:30 am); 
Oct 23; 52 weeks 

Young People's Church of the Air Erwin, Wasey & Co. 


200 Young People's Church of the Air; Sun 9-9:30 am; Dec 
1 ; 52 weeks 

( Where no exact renewal dale is indicated, the show is a 

continuous ^operation and renewals a matter of form, printed for the record) 



A/ ecu and Renewed 0*t ^eleoiLi&n 




PROGRAM (time, start, duration) 

m. i.imic r Store* 

W illiam Warren 
Young & Rubicam 

Bristol-Myers (Ipana. 

\ iralts) 
Brooklyn National League Direct 

Baseball Club (Dodgers) 

Chevrolet Motors Di\.. Campbell-Ewald, 

General Motors Corp. Detroit 

Chicago Tribune Direct 

Firestone 'lire & Rubber Co. Sweeney & James 

General Mills 

Knox Reeves 

I lirshon -Garfield 

Ilirshon-Carfield (for 

Natura Yarn Fabrics and 

other clients) 
Frank 11. Co. William H. Weintraub ton's (men's store) 
Sears. Roebuck & Co. 

Benjamin Kshleman 

Standard Oil Co. of New Marschalk & Pratt 

Jersey (Esso Marketers) 
Television Associates Direct 

WABD New York (DuMont) 

ABC account 
W I' I / Philadelphia (Phllco) 

NBC account 
WCBS-TV New York (CBS) 

WABD New York (DuMont) 

WNBC-TV New York (NBC) 
W PTZ Philadelphia (Phllco) 

NBC account 
WBkB Chicago (Balaban & 

kat/) ABC account 
WABD New York (DuMont) 

ABC account 

WTTG Washington. D. C. 

WBKB Chicago (Balaban & 
Katz) ABC account 

WNBC-TV New York (NBC) 

WRGB Schenectady (Gen- 
eral Klectric) NBC account 

WPTZ Philadelphia (Philco) 
N I5C account 

WBKB Chicago (Balaban & 
Katz) ABC account 

Play the Game, Tues 8-8:30 pm; Nov 12; 8 weeks (renewed) 

Geographically Speaking (educational film). Sun 8:15-8:30 

pm; Dec 8-Jun 29, 1947 (new on network) 
All home games starting with 1947 schedule (new) 

Chevrolet Presents (film). 1 hour Sun evg; Jan 12; 26 weeks 

Trees to Tribune. 30-min film show. Thurs Dec 15 only 
Voice of Firestone Televues. Mon 8-8:15 pm; Nov 4 (new on 

Hockey games. Wed 8:30-11 pm; Nov 20-Mar 12. 1947 (new) 

Badminton by Video. Thurs 8-8:30 pm; Nov 14; 7 weeks, 
with option for 7 addtl (new) 

Drew Pearson, 30-min news & predictions; about Dec 15; 

15 weeks 
Hockey games. Sun 8:30-11 pm; Nov 24-Mar 9. 1947 (new) 

Sears Visi-Ouiz. Thurs 9-9:30 pm; Nov 7; 4 weeks (origi- 
nates on WPTZ Philadelphia (Philco) (new on network) 

Newsreel, Mon & Thurs 7:30-8 pm; Nov 4 (new on net- 

Stump the Authors, Fri 9-9:30 pm est; Nov 29; duration 
indefinite (new) 

A/eiu /l<jeruuf, AfifuUntme+tti 


PRODUCT (or seivice) 


Sweetser, Byrne & Harrington, New York 

Adler & Adler, New York Dresses 

Ayerst. McKenna & Harrison (div. of American Home 

Products), New York Pharmaceuticals Brecse. Enloe & Elliott-Smith. New York 

H. L. Barker & Co. (cosmetic div.). New York Cosmetics S. Frederic Auerbach. New York 

Bermuda Trade Development Board. Hamilton. 

Bermuda Travel J. M. Mathes. New Y'ork 

Berry's Leather Goods. Pawtucket Leather goods Ben Kaplan. Providence. R. I. 

Blade Master. Inc.. New York Razor- blade sharpener Moss & Arnold. New York 

Borman Sportswear Co.. Johnstown. N. Y Men's wear Theodore J. Funt. New Y'ork 

Brock-Hall Co.. New Haven (chain) Dairy products Albert Woodley. New York 

Canada Dry Ginger Ale. New York Port wine Erwin. Wasey & Cxi.. New York 

Colonial House Candy Stores, Irvington. N. J Candy Lewis Advertising. Newark. N. J. 

Peter Eckrich & Sons. F't. Wayne. Ind Luncheon meats Westheimer & I'm.. St. Louis 

David G. Evans (x>ffee Co., St. Louis Coffee Glen R. Stocker & Associates. St. Louis 

F'ala Sportswear. New Y'ork Women's sportswear Seidel Advertising. New Y'ork 

N. M. Gerber & Co.. Baltimore Children's play clothes I. A. Goldman. Baltimore 

(.lobe Bottling Co.. Los Angeles Beverages Brisacher. Van Norden. Los Angeles 

Gran* Watch Corp. of America. New York Watches Kiesewetter. Wetterau & Baker. New York 

Eleanor Green, San Francisco Women's dresses Hugo Scheibner. Los Angeles 

Herbert's Restaurants. Los Angeles (chain) Food Tullis. Los Angeles 

House of Delicacies. New York Onion soup Emil Mogul. New York 

l\> Products. New York Hair nets S. F'rederic Auerbach. New Y'ork 

Jergens- Wood bury . Cosmetics Orr Agency. New York 

Kent K lot lies. West New York, N. J Women's, misses' suits and coats William N. Scheer. Newark. N. J. 

Korell Co.. New York Dresses Adrian Bauer. Philadelphia 

< larl II. k raus Elevator Co., Chicago (Stitch-Masterdiv.). . Sen irg machine accessory Liebcr Advertising. Chicago 

Lawrence Laboratories. Brooklyn * Shampoo J. M. Korn & Co.. Philadelphia 

Lincoln Warehouse Corp., New York Storage Court land D. Ferguson. Washington, I). C. 

Lorston & Thomas Studios. Newark. N. J. (chain) Photographs William N. Si heir. New ark. N. J. 

Ma gar Home Products. New ^ ork Mothproofer Roy S. Durst ine. New York 

Molly Malone. Int.. \i w York Dresses Theodore J. Funt. New York 

Mennen Co., Newark, N. J. Pharmaceuticals Grey Advertising. New York 

Myrna Knitwear, Inc., New York Children's, men's knitted wear fiiailiMMW. New York 

Nisili's Milk Product*, Stw ^ ork Milk products, baby food, soluble coffee Compton Advertising. New York 

(Please turn to page SS) 


(Continued from page 16) 

It actually has been proved to increase 
Sunday night movie-going for Interstate. 
PROMOTION: All the motion picture pro- 
motion devices are used to sell Showtime, 
from trailers to lobby displays. Newspaper 
advertising and window cards are also 
part of the program build-up. Since stage 
and music names are always booked for 
the airing when they play the Interstate 
Circuit, there's an air of expectancy about 
each program which makes foi good pro- 

CREDITS: Conrad Brady, motion picture 
publicist for Interstate, prepares the con- 
tinuity on this show and while the com- 
mercials are (as noted befcre) too "trailer- 
ish" it's still productive. Agency is Segal 
Advertising Agency of Houston, Texas. 


WPTZ, Philadelphia, Philco TV, Thurs- 
days, 9-9:30 p.m., est 
PROGRAM: As entertainment this must 
be rated low in the visual quiz scale. Don 
Saxon handles the quizmaster chore as 
though he were still a nightclub mc. That's 
sour when it comes into the home. None 
of the contestants were amusing, which 
throws the burden of making any quiz 
a show right back in the interlocutor's 
lap. Basic idea of having the home audience 
send in their names so that the studio 
audience member who is to act out the 
question can pick out of a jar the name of 
the person who is to answer the question is 
okay. Also the idea of having duplicate 
prizes for the studio and home participants, 
which both get if the quiz answerei (who 
is called on the phone at home) gets the 
answer right, is fine. But if the performer 
who carries the burden on the show isn't 
good there's still no program. Just, how- 
ever, to underline the fact that television 
set owners are fans, according to viewers' 
program-rating cards, 62 per cent of the 
Philadelphia area viewers tune this show 
and 84 per cent of these call the show 
"excellent" or "good." 
COMMERCIAL: Sears, Roebuck & Co. 
achieves a 100 per cent advertising impact. 
The contestant, to obtain his or her prize, 
has to open a giant Sears catalogue. When 
the prize, which is an item from the cata- 
logue, is seen and the camera dollies in 
to telecast a close-up of the prize, an 
invisible announcer tells all its sales 
points. Variation was lacking in Don 
Saxon's sending of the member of the studio 
audience over to the catalogue but in 
spite of repetition, the viewing of the 
prizes held viewers' attention. 
TIME: There's nothing on the visual air 
in Philadelphia but WPTZ, so picture com- 
petition is nil. Sound broadcasting at 
9 p.m. Thursdays while not having top 
rating shows has three that do hold their 
audiences, Dick Haymes, Kraft Music 
Hall, and the second half of American Town 
Meeting of the Air. As noted before, tele- 

vision set owners are fans and unless it's 
Bob Hope or Fibber McGee or a like 
attraction they stay viewing good, bad, 
or indifferent picture fare. 
PROMOTION: Every member of the 
television audience in Philadelphia and 
trading area received an announcement of 
this show when it first hit the air and 98 
per cent of the set owners sent in their names 
and phone numbers in order that they might 
participate in the show. Naturally this 
can't be done in New York and Schenectady 
where the show is now being seen via NBC. 
It'll be interesting to discover the appeal of 
a visual quiz where the audience watches 
another area participate without being able 
to do so itself. 

CREDITS: Ernest Walling, new program 
manager of WPTZ, directs the program. 
The show is a package designed by Raymond 
Aarons of Benjamin Eshleman Co., Sears' 
Philadelphia ad-agency, with Raymond E. 
Nelson, acting as video consultant. 


WNBT, New York, NBC TV, Sunday 

9 9:30 p.m., est. 
PROGRAM: A consumer showing of any 
new line, whether it be television receivers, 
as this was, or fashions, has to be staged 
and well produced no matter how great the 
talent. This wasn't. NBC should know by 
this time that while Edward Sobol is 
television's number one dramatic producer, 
his handling of variety shows consistently 
touches bottom. T-Day was no exception. 

Sobol did absolutely nothing with what 
the agency, J. Walter Thompson, handed 
him, and the interplay between Ben Grauer, 
as the NBC tour guide, Cathy O'Donnell. 
movie starlet, and Robert Merrill, Met 
opera star, was writing at its television 
worst. Also, in order not to steal any 
audience away from radio programs, they 
used a teaser approach from 8 to 9 p.m., 
which did not use the guest stars' names 
(Edgar Bergen, Bob Hope, Earl Wilson, 
and Peter Donald.) As several in the 
audience at NBC viewing of the evening's 
television fare said, "Put up or shut up." 
COMMERCIAL 1 There were so many good 
sales points for the new RCA television 
"Eye Witness" table models that it could 
have been a commercial writer's paradise. 
A video receiver that doesn't require 
vertical or horizontal aligning is manna 
from heaven, and since every home re- 
ceiver that was tuned to the program had to 
be set for both horizontal and vertical 
position as well as for clarity and bright- 
ness, the program could have been used 
with the greatest of ease to sell not only 
viewers who didn't have a receiver them- 
selves, but even those who did. Practically 
all the sales points were glossed over. 
Since it would also have been possible to 
show sets in action, instead of just blank 
tube faces, everyone wondered who planned 
the show and who wrote the continuity. 
Commercially this was a waste of time, 
just as it was as entertainment. 
(Please turn to page 35) 

Th» Hhrijtian Science Monitor 

"Well. If It isn't the quiz kid!" 






ME A S I'll E > I E X T 




A BROADCAST Measurement Bu- 
reau Index figure of 10* for any 
county covered by a radio station 
may actually mean that as few as 17 
families in every 10,000 in that county 
listen to a station in the daytime and as 
few as 61 in every 10,000 at night. 

This was indicated in a survey by Hans 
Zeisel of the McCann-Erickson advertising 
agency. The Zeisel figure excursion, which 
was inspired by Marion Harper. Jr., re- 
search vp of the agency, was undertaken 
to develop a relation between BMB figures 
and a station's share of audience. In the 
two station areas in which the study was 
made, the BMB figures were compared with 
share-of-audience figures uncovered through 
the use of diary studies in the same area. 
When a station had a BMB of 10 in the 
daytime it had 1 per cent of the listening 
audience in the sunlight hours. When a 
station had a BMB of 10 at night it had 
2 per cent of the evening listening audience 
(See chart on next page.) A national 
rating index indicates that the daytime 
listening during the period checked by 
I'MH was 17 and the nighttime was 30.5. 
It's simple mathematics to ascertain what 
these figures mean in terms of actual 
average listening to the stations in question 
in their PMB-10 counties (daytime, 1 17 
100's which is 17 in each 10.000. and night- 
time 2/30.5 100's or 61 in each 10.000 

What Zeisel has done is check the diary 
studies to develop the relationship between 


the once-a-week listening which is the 
basis of the BMB figures and average 
listening in the same area as projected 
from the diary reports which give lull 
information on family listening from 6 
a.m. to 12 p.m. Zeisel's figures, of course, 
hold good only for the two areas which 
were surveyed since few areas are alike in 
station availability to listeners. In one 
area it's possible to listen to as many as 
20 stations (N. Y.) while in other areas 
five would be more than the actual static- 
free outlets. It's natural that a once-a- 
week listening figure in New York might 
mean less actual listening to any one station 



150.000 R 

adio Fomi 


Station X 

Station Y 

BMB Families 



BMB percentage 



Time Cost 



Number of 
families per ! I00 



Station Share 
of Audience 



Shore of Audience 
per HOO 



than the same once-a-week figure in an 
area where station availability is low. 

What the McCann-Erickson study has 
done is to bring into the forefront of 
audience research thinking the necessity 
of accepting the BMB figures for what they 
are, a standard yardstick by which all 
station maximum listening (down to 10 
per cent for any one county is measured. 
It also highlights the fact that the time- 
buyer still needs further figures in order to 
purchase time adequately. He requires 
some formula such as that uncovered by 
Zeisel to give him an average share-of- 
audience figure. 

Why he needs the figures is adequately 
illustrated in the chart on this page, which 
indicates that a low cost per BMB 1,000 
can mean a much higher cost per 1.000 
listeners. The timebuyer needs plenty 
more than a BMB once-a-week figure when 
he's picking stations. 

And that, as the McCann-Erickson re- 
searcher pointed out in a recent speech, 
at the annual Pulse of New York dinner. 
will require the cooperation of all the known 
sources of audience measurement. 

The share of audience problem is far n 
difficult than any tackled by the ABC 
(Audit Bureau of Circulation!, the printed 
media equivalent of BMB. ABC simply 
delivers a "paid" circulation figure and 
makes no attempt to inform the advertiser 
whether or not his copy is read. SOA on 
the other hand attempts to deliver to a 
prospective advertiser a hearing-expectancy 
percentage figure. 

Given a program that is not outstandingly 
either good or bad. SOA is supposed to 
represent what part of the homes with their 
radio receivers turned on will listen to that 
program. That is equivalent to telling a 
black-and-white advertiser what share of 
the "paid circulation" (AEC figure he buys 
will turn pages and read his message. This 
is a figure that printed media have never 
attempted to deliver to advertisers. 

The fact that an Average Share of Audi- 
ence expectancy can be arrived at is a long 
step forward in removing from BMB the 
stigma that it is delivering figures to and 
for stations at a level so low as to be useless. 
Since any agency or advertiser can request 
figures of a station at any level of BMB that 
is desired and since every county in a sta- 
tion's area is labeled as to BMB percentage, 
the advertiser and the agency will have at 
their call the base figures with which to 
compute the SOA information desired. 

Researchers generally admit that listener- 
ship surveys have, for at least the past 10 
years, been far more to the point than any 
other medium research. Every day they 
gel better. The objective is still informa- 
tion for the client on "how much it costs 
him to sell on the air." All radio research 
has its sights set on this objective, and it 
isn't so far away as the first BMB study 
would make some advertisers think. 

* HM H figure* me. in the percentage of t lie bomei 

with radio in .my county who listen om-e a week or 
more to t tic station. 


Approximate Relationship Between 





FASHION is visual. The higher the 
fashion the more difficult it]should be, 
theoretically, to sell on the air. That's 
been said over and over again and just as 
often as it's been said the six Wieboldt 
Stores, Chicago, have proved that like 
most advertising bromides it's a fake. 

They've proved it with Melody Lane, 
a program costing $100,000 a year, over a 
single station. WBBM, right before a 
network chiller, Inner Sanctum, and right 
after a local sportscast, Harrington Sport- 
raits. That's to make the proving more 
difficult since neither sports nor blood and 
thunder are supposed to soothe the feminine 
style heart. 

And to top everything Melody Lane is 
on the air right at the Windy City dinner 
hour, 6:30-7 p.m., est. 

The six Wieboldt stores in Chicago have 
had a price complex (featuring the price 
tag and not the product) most of their 
lives. Being basically interested in fashion 
merchandise, they woke up one day with 
the knowledge that price as a sales factor 
in women's fashions had become passe. 
I, ike Ohrbach's in New York and count- 
less other style stores throughout tin- nation 
tiny had the problem of making their label 
something that wouldn't be taken out of 
dresses and off coats, but would be worn 
with pride. 

Anyone could have used the newspapers 
to do their upgrading job, but the store's 
promotion manager, Myrtle Green, and 
sales manager. William White, decided 
that they'd like to try it via broadcasting 
where they wouldn't compete with every 
other style-conscious store in Chicago. 
They bought Caesar Petrillo and an orches- 
tra of 25 men. two vocalists, Louise King 
and Bill Leach, a trio, the Melo-dears, 
added an mc. Kin Konrad. and Harvey 
Carey as announcer. Then they decided 
to make Myrtle Green the program hostess 
and stylist (they call her June Marlowe . 
and top it all on every broadcast with a 

Yesterday's windows at Wieboldt s sold price; radio dressed them with a fashion appeal 

guest artist, someone appearing in town 
at a theater or night club. 

The program idea is to fairly ooze class, 
but Wieboldt 's realize that the most 
distinctive program in the world wouldn't 
do any more on its own than find itself a 
class audience. So instead of thinking in 
terms of the program's being the end in 
itself, they use it just as the show window- 
around which to build a consistent fashion 

The program accordingly carries hot 
high-fashion information for its feminine 
listeners ... a single high-fashion item 
is advertised on each weekly broadcast. 
A display window in each of the six Wie- 
boldt stores features the single high style. 
The window is known as the Melody Lane 

window, the style, the "Fashion Star." 

Sales staffs of the Wieboldt stores are 
gathered together on Tuesday morning 
for a special fashion show and for informa- 
lon on the item broadcast the previous 
night. They are thus equipped to merchan- 
dise effectively what has gone over the air. 
(A retail sales survey had proved pre- 
viously that inability to give information 
about an advertised product or a style 
hint is the most costly training error made 
in department store merchandising. > The 
"Fashion Star" is displayed with proper 
identification on the selling floor and every- 
thing possible is done to make anyone 
buying the item feel that it's number one 
on the style parade. 

(Please turn to pag, 

Intelligent three-way merchandising helps make $100,000 Melody Lane profitable plus 



c °*an' Son/ 

py«cJV tf »» «* Hr- 




big new shows now in production 
that promise big listener loyalty. 




This great new original show idea has proved 
sensational in test broadcasts. Built around a 
flexible format, it's sure to fit any sponsor's 
needs. Find out now how well "R.F.D. 
America" can work (or you! 

Available now for Radio — the T same famous 
Western that sold 1,300,000 copies as a 
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lar appeal, "The Virginian" is sure-fire for 
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Want to hire a high rating builder? Here it is! 
For "Hired — or Fired?" is a terrific new show 
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250 W. 57th St., New York 19, N.Y. 
Telephone: Circle 6-4864 

Monthly Tabulation of Advertising by Categories 

a»i:< i:>im:it: urn 4.s 


Alkint Co. 

AmtricanHomt Prod- 
uct! Co. (Whitehall 
Pharmacal Co. Div.), 
New York 

B. C. Remedy Co., 
Durham, N. C. 

C. A. Briggs Co., 
Cambridgt, Man. 

Briitol-Mytri Co., 
New York 

California Fruit 
Growcrt Exchange, 
Lot Angtlts, Calif. 

Carltton A Hove/ Co., 
Lowtll, Man. 

Carter Products, Inc., 
Ntw York 

Emtrion Drug Co., 
Baltimort, Md. 

Ex-Lax, Inc., 
Brooklyn, N. Y. 

Fotter-Milburn Co., 
Buffalo, N. Y. 

Grove Laboratorits, 
St. Louii, Mo. 

Knox Co., 
Lot Angtltt, Calif. 

Dr. L. D. LtGtar 
Mtdicint Co., 
St. Louii, Mo. 

Lewis-Howe Co., 
St. Louii, Mo. 


Diaries W. Hoyt, 
New York 

Samplc, New York 

Sullivan, Stauffer, 
Colwell A Bayies 

Ruthrauff A Ryan, 
New York 

Sample, New York 

Atlanta, Ga. 

Providence, R. I. 

Doherty, Clifford A 
Shenfield, New York 

Young A Rubicam, 
New York 

Foote, Cone * Beld- 
ing, Los Angeles 

John W. Queen, 

Ted Bates, 
New York 

Sullivan, Stauffer, 

Colwell & Baylei, 

New York 

New York 

Joseph Katz, 

Spot Broadcasting, 
New York 

Street & Finney, 
New York 

Duane Jones, 
New York 

J. D. Tarcher, 
New York 

Robert B. Raisbeck, 

Simmonds A Sim- 
monds, Chicago 

Olian, St. Louis 

Roche, Williams A 
Clcary, New York 


Flem-O-lyn Cough 


Heet Liniment 



Anacin; Hill's Cold 

B. C. Headache Remedy 

H-B Cough Drops 

Sal Hepatica 


Sunkist lemon & water 

Father John's 

Liver Pills 

Liver Pills 



Doan's Pills 

Doan's Pills 

Cold Tablets; Vitamins 

Cold Tablets 

Cystex; Mendaco 

Poultry, dog A stock 

Nature's Remedy; Turns 

Nature's Remedy; Turns 


Our Gal Sunday (CBS), MTWTF 

12:45-1 pm 
Hollywood Jackpot (CBS), MWF 

4:30-5 pm 
Real Stories From Real Life (MBS), 

MTWTF 9:15-9:30 pm 

Romance of Helen Trent (CBS), 

MTWTF 1230-12:45 pm 

Ellery Queen (CBS), Wed 7:30-8 
pm (rebroadcast 12:30-1 am) 

Bob Burns Show (NBC), Sun 6:30-7 
pm, 11-11:30 pm 

Just Plain Bill (NBC), MTWTF 5:30- 

5:45 pm 

Front Page Farrell (NBC), MTWTF 

5:45-6 pm 

Mr. District Attorney (NBC), Wed 
9:30-10 pm ; 12:30-1 am 

Alan Young Show (NBC), Fri 8:30- 
9 pm 11:30-12 midnight 

John J. Anthony (MBS), MTWTF 
1:45-2 pm (Eff. Dec 30, Gabriel 
Heatter, MWF, replaces Anthony) 

Jimmy Fidler (ABC), Sun 9:30- 
9:45 pm 

The Policewoman (ABC), Sun 9:45- 
10 pm 

Inner Sanctum (CBS), Mon 8-8:30 

Reveille Roundup (NBC), MWF 
7:45-8 am,- 8:45-9 am; 9:45-10 am 

Danger, Dr. Danfield (ABC), Sun 
3-3:30 pm 

Alabama Jubilee (KBS), 1 5-min. c.t. 
1 weekly, 70 stations 

Bulldog Drummond (MBS), Mon 
8-830 pm 

Pot O' Gold (ABC), Wed 9:30- 
10 pm 

1-min. spots 3 weekly, 2 

Participations A spots on 
over 300 stations 

Live spots, 28 stations 

1 -min. c.t. spots 3 weekly, 
75 stations (KBS) 

Spots on approximately 80 

Spots on limited number 

stations in key markets. 

May expand in 1947 

Spots and participations on 

over 200 stations (incl. 1- 

min. e.t. spots 7 weekly, 

188 stations, KBS) 

1-min. spots 3 weekly, 

180 station. (KBS) 

1-min. e.t. spots 3 weekly, 

75 stations (KBS) 

Listen Here, Ladies 

(WOR), Thurs 1:30-1:45 


1-min. e.t. spots on 200 

Spots on approximately 
140 station* 

Spots on about 75 stations; 

local programs on about 

75 stations 

Spots in limited number of 
key markets 







Ludtn't, Int., 
Raading, Pa. 

Maryland Pharma- 

tautltal Co., 

Baltimora, Md. 

Mllat Laboratoriai, 
Elkhart, Ind. 

Muitarol* Co., 
Cltraland, O. 

Pharmato, Int., 
Nawark, N. J. 

Pitrtt't Propriatarias, 
Buffalo, N. Y. 

Plough, Int., 
Mampnit, Tann. 

Potter Drug a\ 
Chamital Corp., 
Maldan, Matt. 

R. Sthiffman Co., 
Lot Angtlti, Calif. 

Stott * Sown*, 
Bloomfitld, N. J. 

Stack & Kadt, 
New York 

Sarutan Co., 
Jartay City, N. J. 

Smith Bros., 
Poughkaaptia, N. Y. 

E. R. Squibb & Sons, 
New York 

Starling Drug, 
Ntw York 

Unitad-Raxall Drug Co., 
io» Angeles, Calif. 

Vitk Chtmital Co., 
Ntw York 

J. M. Mathei 
New York 

Joseph kati , 

Wade, Chicago 

Erwin, Waiey, 
New York 

Ruthrauff & Ryan, 
New York 

Duane Jones, 
New York 


Atherton & Currier, 
New York 

Philip J. Meany, 
Los Angeles 

Atherton & Currier, 
New York 

Erwin, Wasey, 
New York 

Roy S. Durstine, 
New York 

Sullivan, Stauffer, 

Colwell & Bayles, 

New York 

Geyer, Cornell & 
Newell, New York 

Sample, New York 

Sherman & Mar- 
quette, Chicago 

N. W. Ayer & Sons, 

BBD&O, Los Angeles 

Morse International, 
New York 

Cough Drops 


Alka-Seltier; One-A-Day 

Alka-Seltier; Nervine 


Nervine; Anti-Pain Pills 

Feen-A-Mint; Chooi 

Golden Medical 

St. Joseph Aspirin 

Cuticura Liquid 


Scott's Emulsion 


Serutan; Nutrex 

Cough Drops 

All products 

Bayer Aspirin 

Phillips Milk of Magnesia; 
Bayer Aspirin Cal-Aspirin 
Phillips Milk of Magnesia 

Haley's M.O.; Campho- 
Phenique; Bayer Aspirin 


Phillips Milk of Magnesia, 

Phillips Milk of Magnesia 


Bayer Aspirin 

Haley's M.O. 

Phillips Milk of Magnesia 
Tablets; Bayer Aspirin; 
Campho-Phenique; Fletch- 
er's Castoria (& others ac- 
ceptable to network) 
All acceptable drug 


Caldwell's Syrup 

Rexall Drugs 

Rexall Drugs 

Vaporub; Va-tro-nol; 
Cough Drops 

Hoagy Carmichael Sings (CBS), Sun 
5:30-5:45 pm 

News of the World (NBC), TTh 
7:15-7:30 pm; MWF 7:15-7:30 pm 
Roy Rogers (NBC), Sat 9-9:30 pm 
Lum 'n Abner (ABC), MTWT 8- 
8:15 pm,- 8:30-8:45 pm; 11-11:15 

Lum 'n Abner (KBS), 15-min. e.t. 4 

weekly, 1 30 stations 
Queen for a Day (MBS), MTWTF 
2:30-3 pm (alternates 15-min. seg- 
ments with another sponsor) 

Double or Nothing (MBS), Sun 
9:30-10 pm 

Programs on limited number stations 

5-min. newscasts on 9 stations; 15- 
min. newscast on 1 

Victor H. Lindlahr (MBS) MTWTF 

11:45-12 noon; Gabriel Heatter 

(MBS), Fri 9-9:15 pm 

Academy Award Theater (CBS), 
Wed 10-10:30 pm 

American Album of Familiar Music 

(NBC), Sun 9:30-10 pm 
American Melody Hour (CBS), Tues 

7:30-8 pm 
Waltz Time (NBC), Fri 9:30-10 pm 

Manhattan Merry-Go-Round (NBC), 

Sun 9-9:30 pm 

Backstage Wife (NBC), MTWTF 4- 

4:15 pm 

Stella Dallas (NBC), MTWTF 4:15- 
4:30 pm 

Lorenzo Jones (NBC), MTWTF 

4:30-4:45 pm 
Young Widder Brown (NBC), MT- 
WTF 4:45-5 pm 
Bride & Groom (ABC), MTWTF 
2:30-3 pm (rebroadcast 6-6:30 pm) 

Zeke Manners Show (ABC, Pacific 
Coast), MTWTF 7:45-8 am pst 

Durante-Moore . Show (CBS), Fri 
9:30-10 pm 

Bob Garred (CBS Pacific Coast), TTS 

7:30-7:45 am pst 
5, 1 0, * 1 5-min. local news & variety 
shows on approximately 1 25 stations 

E.t. spots on 51, live on 4 

Live & e.t. spots on limited 

number stations in key 


Spots on app.oximately 
400 stations 

Miles Historical Almanac, 

1-min. e.t. daily, 130 

stations (KBS) 

E.t. spots & participations 
(& a few live), & small 
number newscasts & musi- 
cal periods on 103 stations 

Limited number of spots in 
key markets 

Spots on about 232 sta- 
tions (95% el.) 

E.t. spots & small number 

live participations on 35 


1-min. e.t. spots 5 weekly, 
75 stations (KBS) 

1-min. e.t. spots 5 weekly, 
68 stations (KBS) 

Live & e.t. station breaks 
on 85 stations 

Live spots, 2 stations * 

Participations & news on 
about 8 stations 

1-min. e.t. 5 weekly, 210 
stations (KBS) 

Spots in limited number of 
key markets 

Spots in limited number of 
key markets 

This is no fairy tale Nila Mack and hei assistants looked like this ■ . in 1934 

"Let's Pretend' does the selling job for both 


ENTERTAIN the moppets and sell the 
parents. That briefly is Cream of 
Wheat's air-ad problem. And the 
past few (two plus) years have proven 
that Let's Pretend, the CBS 16-year-old 
fairy tale session, has done the job for 
the breakfast food organization. 

The only reason why the Minneapolis 
manufacturers of the cereal that baby 
doesn't cry for bought the CBS-Nila Mack 
fairy tale session was that they were un- 
ceremoniously kicked off their twice-a-week 
sponsorship of ABC's Breakfast Club (May, 
. when Kellogg bought the program 
across-the-board (five times a week). Broad- 
casting was an integral part of Cream of 
Wheat's advertising budget and had been 
for many years, so everyone at the com- 
pany and at their agency (Batten, Barton. 
Durstine and Osborn- ran hither and yon 
to find a show that fitted the bankroll and 
would sell. Let's Pretend was suggested. 
but it had been running at CHS for about 
14 yi ' ining and who ever heard of 

buying an old horse that couldn't be sold 
in all that time? However there wasn't 
much choice. The sponsor wouldn't go 
for an untested program. They had sj*>n- 

Mothers go for stories of never-never lamls 
and quiet. "Let's Pretend' 7 soothes wild 
injuns so Cream of Wheat sales ronl iniie up 

sored Jolly Bill and Jane, Alexander Wooll- 
cott, and Buck Rogers, besides the Breakfast 
Club, and were committed to a policy of 
buying an audience as well as an air show. 
They were given 24 hours to take Let's 
Pretend or leave it, for although no spon- 
sors had been really interested until then 
in what critics called the best juvenile 
radio series (it had received award after 
award), the moment that Cream of Wheat 
started even thinking about underwriting 
it two other sponsors (Pepsi-Cola and 
Borden's) wanted it. 

So Cream of Wheat bought it. with fear 
and trepidation. It started out in a manner 
that justified the "f. and t." Nila Mack 
would have nothing to do with a middle 
commercial as such. She would not have 
the mood of her fairy tales broken by any 
"Eat (.Ham of Wheat," "less than a penny 
rving." "the great American Family 

cereal," spieling . . . and without a mid- 
dle commercial why buy a half hour 
(actually it's 25 minutes)? Into this 
situation stepped the BBD&O radio de- 
partment and Ed Cashin (Minneapolis 
manager of BBD&O i with a solution. Why 
not have the live audience play a came - 
a commercial game with a Cream of Wheat 
tag line, a game that would have the pre- 
bobby soxers giving with the sales points 
of the product? 

And Nila finally agreed that while it 
wasn't the best thing for her chai 
"pretending" the advertiser was entitled 
to something, the game might go in the show. 

A typical session has Gwen Davies she's 
been on the show since before \9'M leading 
into the audience participation, which is 
a "supply the last word of a nursery rhyme" 
formula. "Uncle Bill" Adams, who played 
everything else on the air before he became 



• . -nr-m 

The "Let's Pretend" poster catches the mood of the ever-young, ever-old fairy 
tales. Without a Cream of Wheat credit, it brings mother, junior, and sister to 
the radio each Saturday at 11:05 a.m. est. The broadcast commercial, not the 
poster, sells the product. As program producer Nila Mack expresses it, in 
the upper right, this is just as it should be, "right on the nose" (studio slang 
for okay timing). Bonus to sponsor is the following which the program has de- 
veloped in hospitals, one of which is being visited (lower right) by Miss Mack. 



Scoffers may pooh-pooh youths' escape through fairy tales, but these kids at a "Let's Fretend" broadcast really are out of this world 

a kiddie-hour uncle, delivers the rhyme, 
something like this: 

"Little Jack Horner 

Sat in a corner 

With something good to eat. 

Each taste was a joy — ■ 

He shouted "Oh Boy! 

I sure love my. . ." 
and the audience shouts — 


Then Bill Adams gets in a straight plug 
or two, not enough to smother the program 
mood but long enough to get across to 
mother why she should buy the product. 

Then there's another jingle with the 
audience shouting out the sales point and 
so on until the sponsor gets his complete 
message across to mother, with the aid of 
the live kid audience . . . and the juve- 
nile mood is only fractured, not destroyed. 

Let's Pretend is a perfect example of a 
program that pays off for the sponsor not 
alone through direct advertising but through 
the good will that its sponsorship creates. 
Not only do the half and quarter pints 
find escape through the twice-told legends 
but paretits feel a pleasant glow towards 
the Cream of Wheat Corporation for its 
paving the bills. Parent-Teacher Associa- 
tions endorse the program and write C of 
\\ about their approval. More important. 
they ask for advance schedules of the fairy 
tales and see to it that the libraries feature 
books of the stories to be told. 

Merchandising ol the program by the 
sponsor ties in very little Cream ol Wheat 
Btufl with the program. The poster which 
Torn Connolly's department at CBS (pro- 

gram promotion) got out as part of hisl 
fall promotion brochure on the show didn't] 
have a mention of the product, yet the] 
agency and the sales department of Cream 
of Wheat made sure that it was displayed 
in thousands of retail outlets. Still, only 
a small segment of the retailers received 
the posters, since generally speaking it is 
the company's thinking that the radio show- 
should sell, and the company's printed 
advertising should sell, with each carrying 
its own sales weight. True, dealer news- 
paper advertising copy distributed by 
Cream of Wheat in mat form does carry 
an underline, "Listen to Let's Pretend on 
CBS, Saturdays at 11:05 est," but that's 
as far as tie-in copy goes. In "food panel" 
reports by BBD&O to key executives of 
the big retail chains, reports which carry 
"commercials" in the form of a few words 
about what BBD&O clients are doing 
advertisingwise, a plug has been inserted 
for the program. These sessions are BBD- 
&0's "public service" operation. The panel 
makes a continuous study of store mer- 
chandising and how to correct bad habits. 

It permits the agency execs to tell 
these retailers a little about the adthink- 
ing of food product manufacturers and 
processors, especially about the firms 
BBO&O handles. 

Actually Let's Pretend has. practically 
unaided, increased Cream of Wheat p 8 
share of the cereal market, a market that 
started regrowing in 1930 when Wheaties 
and a numlxr of "new" breakfast food 
products were introduced on the market 
with plenty of advertising. Up to that 
year the breakfast food market had been 

idling for over a decade with practically 
no market growth. As more cereals began 
to buy advertising their aggregate share 
of the consumer dollar began to grow and 
Cream of Wheat not only held its relative- 
position but actually increased it. 

The "secret" of the success of Let's 
Pretend (it has held better than one-third 
of the sets-in-use) lies in the universal appeal 
of fairy tales and Nila Mack's straight 
handling of them. One day when Miss 
Mack was late and jumped into a cab across 
the street from her home in a dash for 
rehearsal, the cabbie turned to her and 
said, "Lady, last week while I was listening 
to your program I got a call and had to 
turn it off just as the good-for-nothing king 
was selling that sweet princess down the 
river. He did get the works and she got 
free, didn't she?" As far as this motorized 
cowboy was concerned the king and the 
princess were real people . . . and he's 
just one of thousands of adults who not 
only recall that they listened to the program 
as youngsters but who still find escape 
through it. 

. . . And just so the memory continues 
all through the year, Columbia Records 
have just pressed sets of records for albums 
of the top tales from Lei's Pretend 
in Boots. Cinderella, and Jack and the 
Beanstalk. The albums have special 
credits on both the outside and inside 
covers to Nila Mack and the program. 
The sale of kid disks has gone up and up 
during the past few years and Let's Pre- 
tend has found another way of making the 
legends of childhood mean Cream of Wheat 
down through the years. 




on your 




Since the days of crystal sets, 
W,E, A and F have been call letters 
of the station which now is WNBC. 

WNBC has had a distinguished 
career since it went on the air, 
August 16, 1922. Its power then 
was 500 watts — and a modest num- 
ber of fans listened with earphones 
clamped on their heads. Now its 
power is a full 50,000 watts — and 
literally millions hear the greatest 
shows in radio. 

"This is NBC . . . The National 
Broadcasting Company'''' 

In 1926 WEAF was purchased by 
the Radio Corporation of America, 
and incorporated by its parent 
company under the name of the 
National Broadcasting Company, 
Inc. It became the first station of 
America's Number One Network 
— Number One in length of service, 
and Number One in listener popu- 
larity through all the twenty years 
since its founding. 

". . . to provide the best 

In announcing the operation of 
WEAF by NBC, promises were 

". . . the purpose will be . . . to provide 
the best programs available for broad- 
casting in the United States." 

". . . the new broadcasting company will 
be an instrument of great public service." 

For two decades, the American 
radio audience has associated the 
fulfillment of these ideals with NBC 

Now it is fitting that the first station 
of NBC is made standard-bearer in 
name as in performance. 

"You are tuned to 660 . . ." 

Today, circumstances have made 
it possible more surely to identify 
a great station with a great network. 
Now, after the famous three chimes 
that are the signal for NBC pro- 
grams, listeners will hear the ob- 
viously right name for the first of 
152 stations broadcasting them: 
"You are tuned to 660 .. . WNBC 
. . . the National Broadcasting 
Company in New York." 


WEAF fe now WNBC 

November 2, 1916, marked a new identification for a ureal station. 
For more than 24 years, the name oj that station was 11 F //•'. 
Now WEAF is WNBC . . . to help the radio audience identify 

more easily, more quickly the source of great XBC programs. 
It's WNBC for the greatest shows in radio . . . 

\ * 

\ ' 

and where they're heard — at 600 on the listener's dial. V~^V''' 





Trolley car priies brought thousands of entries 
to Mutual s "Who is Kilroy 7 " promotion. 
Mrs. Harold Coffman, formerly of the European 
underground, and James J. Kilroy, each has a 
genuine full-size trolley car now. 

Ten per cent of Dundee, Michigan, turned out 
to witness and participate in a recording 
session of "Meet the Missus," WJR daytime 
top-rating show. Show was staged for 
Ladies' Tuesday Club, but everybody got into 
the act. 

One thousand lists of kids will be used for 
mail promotion which has been started by 
WTCN, Minneapolis-St. Paul. Average is 
three names per list, with ages recorded as 
well. List resulted from one mailing of the 
Northwest Homemakers Testing Bureau 
(WTCN listener group). 

WKRC uses key as a symbol to tie station to 
products advertised over it. Key has letters 
WKRC for notches "Key Notes" is name of 
house organ which sells the idea. 

Second Annual Laugh Week, April 17, will 
be the basis for plenty of air promotion. 
George Lewis, ex-Mutual and WHN, heads 
up "foundation" promoting idea. 

WTAG taps student interest in radio end 
forms club with representatives from the 13 
High Schools in Worcester county. No faculty 
supervision — this is the kids' own club. 
Every facet of broadcasting will be pert of 
club activity. 

Ed (KMBC) Shurick's epic of broadcasting's 
25 years is basis of "Magic in the Air" film 
being shot in Hollywood. 

ABC is using Crosby cue as network break 
line. It's phrased "Remember Bing's back on 
ABC the American Broadcasting Company." 

Auto prize pulls better than any other award 
which has been tried in Canada. CKAC 
offered it in a "Man Hunt" promotion. 
There were 860 entries day correct answer 
came in (29 days after hunt started). 

Contract signing on air employed to give 
more drama to Chevrolet's purchase of an hour 
show over WABD (DuMont). Chevy's brass 
was in Washington, D. C, and DuMont's in 
New York, and two-way video was used so 
both saw each other as they signed. 

WHN Sports Calendar goes into 50,000 
copies of MacFadden Sports magazine each 

First Denver Post column on radio has Ken 
White writing criticism, fan stuff, and pre- 
views of programs to come. He's also a 
newscaster on KOA. 

One hundred fifty-nine cash and carry cus- 
tomers of Lucky Stores located around but 
not in San Francisco bought 20 cans of Lucky 
private brand goods to pay $1 for a pair of 
nylons last month. Station was in San Fran- 
cisco and sponsor wanted to be certain that 
the outlying areas listened. 

Home armchair sleuths are latest device to 
bring the listener into Ellery Queen show. 
Nikki Porter (Ellery's air assistant) pops the 
whodunit question over the phone to two 
listeners picked at random. 

Programs really travel America to create per- 
sonal contact between listener and show. 
Present traveling trend tops wartime G. I. 
camp presentations. 

Fc-rm photo contest is being conducted by 
W.'Z on its 5:45 to 6 a.m. "Farm News." 
There'll be $1,000 in prizes. 

Canada and Florida listeners are winners in 
contest for WOR's most distant daytime 
listeners. They're still using mail to prove 
impact. A "Better Half Matinee" stunt pro- 
duced letters from 21 states and two Canadian 

Kid Record News is give-away on WHN's 
"For Children Only" program. Interest in 
kid disks is topping even adult disk appeal 
now and this mimeographed bulletin really is 
pulling inquiries. 

YMCA promoting script contest with theme 
"Help international peace." Helen J. 
Sioussat, in charge of talks over CBS, is on 
the jury, from radio. 

NBC leads Plain Dealer poll with 8 out of 
first 15 programs going to that network. 
Programs in order of popularity were: "Fibber 
McGee and Molly," Fred Waring, Radio 
Theater (CBS), Metropolitan Opera (ABC), 
"Information Please" (CBS), Bing Crosby 
(ABC), "Theatre Guild" (ABC), New York 
Philharmonic (CBS), "One Man's Family," 
Fred Allen, Bob Hope, "Voice.oi Firestone," 
"America's Town Meeting" (ABC), NBC 
Symphony, and "Telephone Hour." 

BBD&O "Promotion Pegs" goes direct to 
stations with ideas on how to promote 
agency's clients' programs. Agency's Bill 
Maloney feels that "ideas" sent to stations on 
regular basis will pay off. 

"House in the Country" 

Biggest Transcription Promotion 
in NBC History 

House in the Country program pro- 
motion by NBC-Radio Recording 
topped anything done to date by 
that division. Usual transcription 
build-up is to tease agencies and 
stations to send for audition record- 
ings. The HIC campaign teased the stations and agencies but didn't wait for them 
to write in for the audition. 

Three teaser cards were mailed. 1: "You're on the list for — ," 2: "We're sending 
you — ," and 3: "Move right in when you receive — a House in the Country.'" 
Then the disk was mailed in a multi-colored folder in which the e.t. itself was placed 
as part of the selling of the 'older. This is the first time that NBC or any other tran- 
scription organization has sent out 900 auditions, without fee or request. 
The NBC executives feel that the program is its own best advertisement and so Bill 
Seth, transcription promotion boss, was able to sell them the biggest single recording 
budget in the history of the organization. 



signed and unsigned 


Spastic* Pe/tiOHttel Cka+ujeA 



Robert H. Ames 

John Bennett 

Chester F. Craigie. Jr. 

Simon A. Goldsmith 
David A. Goode 

Paul Gosman 

Libby Jupin 

Alexander W. Macy 
Frank J. Maher 

Grover C. Mayer 
Robert J. Piggott 
Dorothie E. Schlect 

Fdith Steiger 

Capital Airlines (PCA). New York, assistant to ad- 
vertising & public relations director 
Hutchins Advertising, Toronto, manager 

J. Walter Thompson, Chicago, public relations 

Reiss Advertising, New York, media director 
Sales Affiliates, sales promotion manager 

Socony-Vacuum Oil Co., New York, sales promo- 
tion manager 
Goldman & Walter Advertising. Albany, N. Y. 

International Silver Co. 

Parks Aircraft Sales & Service, East St. Louis, 

assisttant o president 

Ohio Tool Co., Cleveland, advertising director 
Revlon Products Corp.. New York 


Capital Airlines (PCA), advertising manager. New York 

Philco Corp.. Chicago, advertising and sales manager, 

midwest division 
Encyclopaedia Britannica, Chicago, advertising manager 

Decorative Cabinet Corp., New York, advertising manager 
Pierce Watch Co., New York, advertising & sales promotion 

Socony-Vacuum Oil Co.. New York, manager advertising & 

sales promotion department 
Standard Furniture Co. (Albany, Troy. Schenectady). 

advertising manager 
Ollendorff Watch Co.. New York, advertising manager 
Cupples Co. (razor blades, etc.), St. Louis, advertising 

director, head market research 
Raygram Corp.. New York, advertising manager 
Grove Laboratoi ies, St. Louis, advertising manager 
Cleveland-Sandusky Brewing Corp., Cleveland, advertising 

Parfums Corday. NewtYork, advertising & publicity director 

Ado&UUUuf, A<jeHcy P&tiXHwtel GhcMfeA 




George H. Allen 
Bernard Barol 

Julian Boone 

Ronald C. Bradley 

David D. Brown 

Lyle Bryson 

Richard W. Canning 

Howard Carraway 
Miriam Doggett 

Harold Doring 
Paul F. Ferwerda 
Walton R. Gardner 
Lawrence Giles 

Austin T. Grant 

Marjorie Greenbaum 

Charles H. Heppenstall 
Walter W. Holt 

Jack L. Israel 


Kudner Agency, New York, account executive 
Abner J. Gelula & Associates, Philadelphia, account 

ABC Spot Sales Div., New York, sales promotion 

Emporium (department store), San Francisco 

Dancer-Fitzgerald-Sample, Chicago, account ex- 

Cosmopolitan Magazine, New Y'ork, advertising 

Makelim Associates, Chicago, vice president In 
charge publicity & public relations 

Free lance announcer-writer-producer. New York 

Schuyler Hopper, New York, art director 
Marschalk & Pratt, New York, account executive 
Reuben H. Donnelley, New York 
Safeway Stores, New York, vice president & director 

WWJ, Detroit, news commentator 

R. H. Macy & Co., New York, copy chief 

Ralph C. Coxhead, New York, advertising manager 
Dancer-Fitzgerald-Sample, New York, account 

Abner J. Gelula & Associates, Philadelphia, account 


Fuller & Smith & Ross, New York, account executive 
Barol & Israel, Philadelphia, partner 

Ferwerda-Boone, Inc., New York, vice president 

Doherty, Clifford & Shenfield, New York, assistant account 

Foote, Cone & Belding, Chicago, account executive 

Gunn-Mears Advertising, New York, account executive 

Makelim Associates, Hollywood, head new office 

Wilson-Carraway, Ft. Worth, partner 

I. L. Chamberlain & Associates (new agency). New York. 

account executive 
Doring & Schmitt (new agency) 
Ferwerda-Boone. Inc.. New York, president 
Decora, Inc., Chicago, account executive 
Harrington & BucLlty Advertising. San Francisco, board 

Powell Advertising, Detioit. vice president & account 

Foote. Cone & Belding, New York, account executive, 

women's division 
Seidel Advertising, New York, account executive 
Duane Jones, New York, account executive 

Barol & Israel. Philadelphia, partner 




T. King-llcdinger 
George M. Knvacs 
Phil Lane 
Robert I.eder 
GUberi K. Lesser 
William P. Letter 
RupiTi Lucas 

Malcolm MacPheraon 

Don Manchester 
Raymond P. Marcus 

Jeanne McEwen 
1 Howard Mima Jr. 
John II. Murphy 
Wilton C. Neil 

William L. Newton 
Thomas E. O'Connell 

Robert M. O'Donncll 

Robert W. Orr 

I. \. Patrick 

J. Porter Reilly 

Stuart J. Rice Jr. 

John S. Rost 

An Ryan 

Hal \. Sal/man 

Frederick E. Schmitt 

Marion Schuckman 

Mob Seal 

Kdmuud J. Shea 

Albert Sparks 
Joseph Tanknos 
Ken Watson 
Jay C. Williams 
Louis II. Wrede 

Kenneth Young 

Albert Frank-Guenthcr Law. New York 

Bellco Plastics. New Vork. advertising manager 

Manson-t;old Advertising. Hollywood 

Kmil Mogul Co., New York, vice president 
West-Marquis, Los Angeles, account executive 
Young & Kuliii am. New York, program manage- 
ment staff 
Benjamin Eshleman. Philadelphia 

Foote. Cone & Beldlng. New Y'ork 

Blow Co., New York, on Eversharp account 

Nachman Sc Co., New Y'ork, account executive 

P. F. Collier & Son, New York, advertising manager 

Makelin Associates, Chicago, vice president & 

account executive 
Own agency 

Hill Advertising, New York 

1. 1 nnen & Mitchell, New York, vice president 
Hut/ler Advertising, Dayton 

KMI'C, Hollywood, account executive 
Hal. A. Salzman Associates, New York 
Schuyler Hopper, New York, account executive 
Rosemarie de Paris, New York, advertising manager 
Ruthrauff & Ryan, Hollywood, writer-producer 

Lever Bros., Cambridge, Mass., spot radio time- 

Patjens Advertising, New York, account executive 
J. Walter Thompson, New Y'ork, account executive 
Board of Trade Development Corp.. Chicago 
Scientific Ameiica (a pub), New Y'ork 

Campbell-Ewald, New York, radio department, 
before AAF 

McClure & Wilder, Warren. Ohio, account executive 
Rea. Fuller & Co., New York, account executive 
Hugo Scheibner. Los Angeles, account executive 
George Elliott Advertising. New York, account executive 
Arnold <oii.m New York, vice president & account executive 
Stcller-Millar-Ebberts, Los Angeles, account executive 
Young & K ill. i. .mi Chicago, radio director 

Justin Funkhouser & Associates. Baltimore, account 

Dancer-Fitzgerald-Sample. Chicago, account executive 

Magazine Repeating Razor Co., New York (Eversharp sub- 
sidiary), advertising manager 

Seidel Advertising, New York, account executive 

Creen-Brodie, New York, account executive 

Max Jacobs Advertising. Houston, Tei.. account executive 

Makelin Associates, Hollywood (new office) 

Fuller & Smith & Ross, New York, account executive 
McDonough, Lewy & Wegeman. Cleveland, head radio 

Fuller & Smith & Ross. New York, account executive 
Orr Agency (new). New Y'ork 

G. M. Basford Co.. New York, account executive 
Madison Advertising, New York, media director 
llav Nash & Associates. Rochester, N. Y'.. account executive 
Max Jacobs Advertising, Houston. Tex., account executive 
Steller-Millar-Ebberts. Los Angeles, radio director 
Small & Seiffer, New York, executive vice president 
During & Schmitt (new agency) 
Henry L. Davis, New York 
Foote. Cone & Belding. Los Angeles, radio director, motion 

picture division 
James Thomas Chirurg, Boston, radio director, media 

Victoria Advertising Cm.. St. Louis, account executive 
Lloyd, Chester & Dillingham. New York 
Pat Patrick Co., Glendale. Calif., account executive 
Coodkind. Joice & Morgan, Chicago, account executive 
Edward Hamburger, New York, account executive, copy- 
Campbell-Ewald, New York, director television department, 
associate director radio department 

Aeo< A<f&nC4f AfLpXHHtmesUl (Continued from Page 18) 


PRODUCT (ot service) 


J. J. Newberry Ck>., Los Angeles (chain) Variety goods 

(). D. Chemical Corp. , New York Synthetic detergent 

Pen n -Crete Products Co., Philadelphia , ., Paints and finishes 

Plastic Treasures Inc., New York Toys ■ 

Prior Clothes. New Y'ork Topcoats, suits, overcoats 

(Juarrie Corp., Chicago World Book Encyclopedia 

John Rissman & Son, Chicago Windbreaker jackets 

Roberts Paint Corp. (and affiliates). New Y'ork Paints 

Sarnay Products, New > 01 k Proprietary 

Shedd-Bartu8h Foods, Detroit Packaged foods 

Sherry-Dunn, Hollywood Perfumes, colognes 

Shetland Co., New York. Women's suits, coats 

Slatkln Furs, Brooklyn Furs 

Snug-Fit Foundations. New York Foundation garments 

Stork Laundry & Diaper Service. Buffalo. N. Y Laundry service 

Togs for Tiny Tots, New York Children's sportswear 

War Assets Administration, New York office War surplus materials 

Del E. Webb Products. Los Angeles Colored aluminum clothespins 

W lima Gowns, New York Dresses 

Wohl & Verst, New York Girls' coats 

Zip Co.. Chicago Soft drink 

Allied Advertising. Los Angeles 
Emil Mogul. New York 
Ecoff & James. Philadelphia 
Lester L. Wolff. New York 
Theodore J. Funt. New York 
Henri. Hurst & McDonald. Chicago 
. E. T. Howard, New York 
Cayton. New York 
Rodman Advertising. New York 
Zimmer-Keller, Detroit 
Abbott Kimball. Los Angeles 
Robert Isaacson Associates. New York 
Robert Isaacson Associates. New York 
M. B. Pearlman Co.. New York 
Ellis Advertising. Buffalo 
Robert Isaacson Associates. New York 
Kudner. New York 
Frank Oxarart. Los Angeles 
Lew Kashuk Advei tising. New Y'ork 
Robert Isaacson Associates. New York 
Kalom Chicago 

iBmnr in mam. 

"Electronic color" eliminates hurdle to television 
receiver-buying by consumers . . . Network 
TV starts . . . W CBS-TV issues first rate card 

THE threat that color in television 
would mean the obsolescence of all 
video receivers in the home has been 
laid to rest. At long last television re- 
ceivers are finding a ready market. This 
market has already been proved, for RCA- 
Victor dealers in every area where there 
is regular television programing have a 
backlog of orders that will keep the factory 
going producing the $350 table-model 
receiver for months and months ahead. 
(Other models are not being promised at 
this time.) 

Farnsworth, General Electric, Philco, 
Stromberg-Carlson, DuMont, and a host 
of small manufacturers, are either selling 
receivers already or have plans past the 
thinking stage. This speed-up of picture- 
receiver production is no accident. It's 
directly traceable to the first presentation, 
during October, at the RCA Laboratories 
in Princeton, New Jersey, of electronic 
(color. Two things stand out as a result of 
this RCA presentation. A home receiver 
without moving parts will be available 
for color television. And electronic color 
will not mean the scrapping of black-and- 
white home receivers but will simply 
require the purchase of an adapter, at 
an estimated cost of from $25 to $50. 
This adapter will not make the reception 
of color possible but will permit the color 
pictures to be received in black and white. 
The introduction of electronic color does 
not mean that color television is heie now. 
It is the General Sarnoff (RCA President) 
prediction, as it was last December, that 
it'll take at least four more years (it was 
five last year) before color is practical for 
the home. With this CBS doesn't agree. 
It will fight for what its competition calls 
nechanical or sequential color. In this 
nethod a color wheel revolves in front of 
the scanning and receiving tube. It per- 
nits each of television's primary colors, 
3lue, green, and red, to be sent and re- 
eived one after the other, sequentially. 
JBS however has stopped predicting when 
:olor will be available on a practical basis 
or the home. It has even gone so far dur- 
ng the past month (November) as to 
ssue a rate card for its black-and-white 
Revision station WCBS-TV. The card 
loes not establish any charge for airtime 
is such, but quotes fees for "use of facili- 
ies and services," which run from studio 
osts of $60 for 15 minutes to $150 for 
in hour and $37.50 each additional quarter- 


>ECEMBER, 1946 

Color television, RCA way, is achieved by 
transmitting three primary colors and super- 
imposing them as shown on the home screen 

CBS, NBC, and DuMont are operating 
commercially in New York, Philco in 
Philadelphia, DuMont in Washington, 
D. C, Balaban and Katz in Chicago, and 
Paramount and Don Lee in Hollywood. 
All of these stations and GE's WRGB in 
Schenectady, which airs commercial pro- 
grams but is not actually operating on a 
"sell-time basis" (it has no commercial 
manager as do all the other stations), 
are doing twice the job of programing 
that they were a month ago. GE, which has 
been on the air continuously for six years 
with pictures in its home town and which 
felt that Schenectady had been conditioned 
100 per cent to the medium, received the 

'.I its lit. in November when ;i 

television set in a department store wini 
caused a police call. The display tied up 
traffic completely. Television is still broad- 
casting's magic medium. 

Wtwork operations (NBCj are un 
\va\ . 

Even motion picture producers stai 
relaxing their anti-television stance in 
November when Universal released four 
of its Crime Club films to DuMont's \\ AI'.I > 
at the same tunc they urn- being shown 
in RKO and Loew Circuit theaters. 

As indicated in the report on Television 
and the Sponsor Today in the November 
issue of Sponsor, there is nothing wrong 
with TV that 100,000 receivers in the home 
won't cure. 

These 100.000 receivers are on their way. 
They won't be mass-market sets lor the 
"installed" price will still be over $400. 
With the obsolescence factor being elim- 
inated, and that means obsolescence both 
of home receivers and station transmitters 
(RCA stated that adapters for transmitters 
would be just as simple, although naturally 
not so cheap, as adapters for home sets), 
the most effective advertising and public- 
service medium is rapidly being shifted 
from first to second gear. 

Even doubting-Thomas advertising agen- 
cies no longer are pouring sand in the wheels 
of progress and during November three 
of the top 15 billing agencies added a 
television executive to their staffs. 

Obsolescence as a hurdle word for 
television is obsolete. Everyone expects 
color to come but it no longer necessarily 
means the obsolescence of millions of 
dollars of equipment. The business of 
pictures that fly through the air is about 
out from under the barrel. 

"Are you one of those seven out of eight people icho suffer from 
stomach distress? Then try Virgo pills. You simply svcallow two 
of these pills tzith a glass of . . Now -u-atch -xhat happens . . ." 

> orker 



4fe.Spa«l30x. Asks : 

"Radio advertisers today may be called upon to pay an advertising agency 
commisson of 1 3 per cent not only on the basic cost of talent, but also on a pack- 
age commission, which in turn is on top of several assorted agents' commissions, 
many of them buried. Commissions on commissions are inflationary and un- 
sound, and dangerous both to radio and to talent. What is the solution>" 

Stuart Peabody 

vp in charse of advertising 

The Borden Company 

The Picked Panel answers: 

First let us dispel 
the notion preva- 
lent in some quar- 
ters that the radio 
department of an 
advertising agency 
is the fount of all 
knowledge, the 
panacea of all ills, 
and the incubator 
of all creative abil- 
ity. All claims to the contrary, it just isn't 
so. No one has a monopoly on genius or 
talent. It should make no difference that a 
radio program is born in an advertising 
agency, a package producing organization, a 
talent agency, a network, or created by an 
individual. The deciding factor should be 
the program itself and the best is often 
found through competitive submissions. 

And now. the answer. The function of an 
advertising agency is not necessarily to 
create a radio program. If it does, so much 
the better, but its main job is to find the 
program best fitted to the advertiser's 
particular needs. In doing so, it is entrusted 
with the spending of only as much as is 
necessary to do the finest job ... to 
achieve the greatest r< suits. To put it 
another way, the agency is the bargaining 
agent for the advertiser, charged with the 
responsibility of dealing expertly with the 
creators and owners of a radio property. 
You see. I believe that each group has 
a definite function in the scheme of tilings 
. . . artist's agent, program creator, and 
owner . . . each serves a specific purpoa 
and is entitled to be paid for its work. 
Likewise, the advertising agency's com- 
mission is well earned if it finds a suitable 
ram for its client within the budgel 
outlined, handles all numerous supervisory 
matters such a^ the overall policy, script, 
commercials, public relations from 

-tan to the actual broadcast and 
nd . . . right up to the results of 
the program in terms of the advertiser's 
purpose ... be it direct sales or of an 
institutional nature. 

I am sure Mr. Peabody does not think 
that there is only one profit involved in an 
industry. From raw material at the source 
to finished product in the hands of the 
ultimate consumer, there are many groups 
who contribute their mite to the industrial 
pattern and all are entitled to a fair com- 
pensation. Our entire economy is con- 
structed upon this foundation and if we 
are to have faith in the efficiency of our 
system of free enterprise, then there is 
nothing inflationary or unsound in it. 

It is true that there are often "hidden 
charges." I agree with Mr. Peabody that 
these should and can be eliminated. In- 
deed, that should be one of the aims of the 
advertising agency as the watchdog for 
the advertiser. Careful scrutiny of cost 
items should reveal to the experienced 
buyer any "hidden commissions" or dupli- 
cation of charges. Experience will enable 
the purchase of a program within the pre- 
vailing standards of costs. Radio pro- 
graming is no different from any other 
business. You get what you pay for. 
Payments to a writer or an actor 'who pays 
an agent a commission) or to a producer 
of a package program who adds a charge 
for his entrepreneurship) or to the various 
contributors that add up to a successful 
radio program do not mean "commissions 
on commissions"; they only mean payment 
for value received. 

David 11 \\ e Hu pern, 

Vice President, 

Owen tC- Chappell, Inc. 

agencies should be 
package producers 

for then clients. 
That they can't lx\ 
as broadcasting is 
constituted today, 
is obvious to any 
student of commer- 
cial programing. 
However, even 
though package producers have proved 

their worth and arti-N' representatives also 
earn their salt, we must all of us avoid the 
pitfalls of "extra" costs. My own opera- 
tion, and naturally I know my own best, 
enables me to produce a high-rating show 
for an agency frequently at less cost than 
they could do it themselves. I own my 
programs. I produce and direct them, but 
nowhere in my costs will anyone find fees 
for direction or production. The package 
show producer instead of adding "hidden 
costs" must find ways to cut corners, to do 
a better job for less. If he doesn't, then 
Stuart Peabody is correct in feeling that 
something has to be done to avoid paying 
commissions on costs that could be elim- 

There is a growing feeling at advert is 
agencies, and networks, that program costs 
have grown way out of line and that "extra 
charges" involved in the production and 
presentation of shows are partly responsible. 
The answer as to whether or not this is true 
is found in what a program costs per sale of 
the sponsor's product. 

Hi Brown. 

Independent producer 

What any spon- 
sor buys is a pro- 
gram which he 
hopes will reach his 
audience. The price 
he pays for his 
broadcast show is 
important only in 
relation to the audi- 
ence that he reaches 
with it. If each 
member of his cast has an agent, who is 
paid live per cent, plus a press agent who 
i- working'on a percentage basis, and if the 
writers have agents and press agents too, 
then these "commissions" are being paid by 
the talent, not by the sponsor. Tl 
true unless we are to assume that every 
part of the business of promoting a per- 
former is commission paid by the adver- 
which is untenable. 
The advertising agency is the sponsor's 
representative in every form of advertising. 
It i- paid, by tradition. If) per cent rather 



than a fixed fee. Naturally the l.> per cent 
is upon everything that it buys for an 
advertiser. It can't be 15 per cent of an 
invoice less a network salesman's com- 
mission, less the artists' representatives' 
commissions, less the package producers' 

Maybe the "fixed fee" operation may be 
the best. Fifteen per cent, however, is the 
generally accepted form of agency recom- 
pense, and even with the fixed fee basis 
many sponsors would still feel they were 
paying commissions. 

What a program delivers in sales is the 
important factor in advertising. If it sells 
at a low cost per sale, it's doing its job, no 
matter what costs are included. 
Charles C. Barry, 
National Program Director, 
American Broadcasting Company 

Like most of the other independent 
stations in America, WOV builds its own 
shows and sells them as packages, time 
and talent. There are no "hidden" com- 
missions in this type of packaging, unless 
the sales cost can be held to be a hidden 
factor. However, sales commissions are a 
part of the structure of the American way 
of doing business and are often far more 
economical than paying foi sales that are 
not delivered. 

The "time and talent" form of operation 
permits of a minimum of extra costs, as 
most advertisers who have bought such 
local operations have discovered. Packages 
on local independent stations must deliver 
on a cost-per-sale basis. We deliver 01 
else lose business. We deliver through au- 
diences developed by the station, not the 
advertiser— there is nothing between us and 
our audiences and sponsors. Commissions 
are not a local station problem. 

Ralph N. Weil, 
General Manager, 
Station WOV 


{Continued from page 19) 

TIME: As yet sound broadcasting is not 
a competitive factor with television since 
80 per cent of those who have picture 
receivers are fans and listen to a radio 
station only when there's nothing on the 
visual air. There was no TV program to 
be seen this Sunday evening at 9 but T-Day. 
PROMOTIONS: Newspaper advertising car- 
ried the T-Day message and there should 
have been considerable viewing. If there 
was it was promotion foi television in 

CREDITS: Credits is hardly the word for 
any information on who did this show. 
Phyllis Merrill wrote it. Sobol as mentioned 
'previously takes the responsibility for 
NBC's side of the production. Robert 
Cilham, J. Walter Thompson vp, is tagged 
with the title "producer." If RCA couldn't 
have scanned a good show it should have 
saved cash and had WNBT sign off at 
0, as it frequently does on Sundays. 


l ficued m jwIuamxi 


• Retail sales volume is jumping by leaps and 
bounds in Indiana. Recent figures released by 
the Department of Commerce indicate in- 
creases as high as 243%, for some types of 
business, over sales of a year ago. 

WFBM, the oldest radio station in Indiana, 
has the ear of the big Hoosier market. Located 
in Indianapolis, in the center of the state geo- 
graphically and population-wise, WFBM has 
a strong voice in deciding how Hoosier dollars 
are spent. It's the medium to use to sell Indiana. 


BASIC AFFILIATE: Columbia Broadcasting System 
Represented Nationally by The Katz Agency 



Tin- Monllilt I'llliliHlv 1 arils I i<K 


had advertising which did not carry the 
local station call letters, a total of five 
inches of such space. Paid space looked 
like this under the slide rule: 

ADVERT IM\c l\< ill s 

NEWSPAPER affiliation pays ofi in 
ill. South just as it paysofl thn 
out the rest ol the rial ion, no matter 
how the newsmen on the papers feel about 
it. First in publicity in the Atlanta, < Georgia, 
area, in a week in September selected at 
random, was \\ SB. pioneer station in the 
owned bj the Atlanta Journal. The 
other stations in the city got practically 
no space despite the fact that K< daily 
issues and 24 weekly papers were checked 
for this regular report ol "publicity in 

Fan news in the broadcast field still 
rates near the top in reader interest, as 
reported in another feature in this issue, 
but publishers continue to give it the absent 
treatment except in Cleveland, Ohio (the 
second area placed under the Sponsor 
public-relations-in-print slide rule for De- 

WSB is credited with 60 inches of publi- 
city on national programs in the rating 
n eek ; of these, 40 ,' 2 inches were on NBC 
programs sans local call letters and 19}4 
additional inches on net programs with 
local station credit. When figures for 
WAGA, the second station in this rating, 
are matched to these, it's more than ap- 
parent what a newspaper affiliation in the 
territory served by Atlanta stations means — 
WAGA and its network ABC together 
rated just IIJ4 inches; the other two 
"major" outlets in the city ran like this: 
\\(,ST-CBS, 8K; WATL-MBS, 1. 
I Presenting the entire picture of the area 
in tabular form brings forth the crying 


If Mutual space figures in these weeklies 
.oinbiiied with the m-town stations' 
tabulation it would put MBS in second 
place with 50J I inches. A^'airi it's under- 
lined that each area tabulation is basically 
a metropolitan center area study and small 
town stations within the trading area of the 
opolitan center are included only in 
order to complete the picture. WMOC is 
m Covington; WBHF in Cartersville; 
WGGA in Gainesville. All are in Georgia. 

Atlanta advertising' shows a different 
picture, with the CBS station first during 
this random week, simply because of the 
fact that the Rich Department Store ran 
a full page ad for its in-school program 
over WGST. That's plenty of inches 
(160, to be exact). Only NBC programs 

Station Nei 




WGST ens 


56 '/j 




52 Vt 

72 'A 

H \(. V ABC 








The out-of-tow 

n stations advertised thu 

H<.(.\ MBS 












As in Minneapolis-St. Paul (November 
SPONSOR), many of the advertisements 
that appeared for the NBC and C B v 
stations were exactly the same size. 

There was plenty of other publicity in 
the weeklies but very little radio space. 
Industry press relations experts feel that 
NAB publicity men might well undertake a 
newspaper educational job. 


Cleveland, Ohio, is different. It has three 
dailies each with a radio editor and each 
with an editor who has earned plenty of 
respect at the home offices of the networks. 
When they get away from it all and have 
a good time in New York, the red carpet 
is rolled out for each of them. 

One of the papers, The Plain Dealer, 
owns one of the stations. WHK, but the 
station still has to work to win space. 
No outlet gets much space for its local 
efforts with the exception of WHK, which 
can't depend too much on the programs 
fed to it by its network, Mutual, although 
even MBS tops in lineage the space which 
WHK gets on its local efforts. 

First during the random week selected 
for measuring is WGAR, the local Columbia 
outlet. Spotlight has been turned time and 
time again on the John Patt operation which 
stations not in Atlanta but in the area publicity-wise is sparked by Mannie Eisner. 















11 V* 




4 3 /4 







covered by Atlanta, all of them with news- 
paper affiliations, come up like this: 










29 V* 






t of this is pre-opening publicity. 

Practically all of the out-of-town stations' 
space was found in the newspapers owning 
-tations, and while the space was im- 
pressive, the limited circulation of the 
papers and the local character of the sta- 
tions do nut permit of their being placed 

in the metropolitan publicity sweepstakes 
It maj be noted, however, that Mutual 's 
"coverage from within" formula has never 
been better demonstrated than in this area 
where a station ui one issue of a weeklj 
garnered more lineage than any Atlanta 
station collected in dailies and weeklies. 

Close behind it comes WTAM. the NBC 
owned and operated outlet in the area. 
Actually it was Fred Waring's appearance 
locally which hiked the NBC lineage for 
the test week considerably, as a personal 
appearance by a star always does. Sitting 
111 third place is the Bill O'Neil station. 
WJW. The opening of the Henry Morgan 
show (WJW is an ABC outlet) tagged con- 
siderable lineage since Morgan's the radio 
editor's sweetheart. Right behind WJW 
came WHK, the station with the local 
newspaper affiliation, which had nothing 
special to snag space with during the week 
If it had been the week that Queen for a 
Day had visited the city, the slide rule 
would have had plenty more to do and the 
relative standings would have been very 

different The week checked was, as are 
all weeks "which SPONSOR endeavors to 

slide rule, just an average week. Actually 
if any network could have been said to 
have a real edge on this week it was CBS 
which rated considerable space for its TV 
color demonstration as well as for the fact 
that Frank Sinatra stepped in for Rags 
Ragland at the Copacabana (N. V.) on 
the latter 's death. If the NBC Fred Waring 
space and the CBS-color television-and- 
Frank Sinatra space were eliminated from 
the tab, although there wouldn't be any 
justification for doing so since every week 
something or another happens, the NBC- 
CBS race in Cleveland might have resulted 
in a dead heat. 
The Cleveland standings were: 




1 ... ..1 
















78 'A 

87 y4 




44 M 

78 V, 

Because Cleveland itself was an excellent 
publicity measuring place, it was not 
necessary to measure out-of-town wo 
or dailies. Since, too. other towns are so 
near Cleveland, even a 50-mile measure- 
ment would have to include too many 
factors to be definitive. 

There was practically no advertising in 
the papers, so no report of paid linea. 
included for Cleveland. All publishers in 
this area know that radio fanfare is good 
reading. Even the Cleveland Shopping 

runs a full column of radio n 
using for the most part personality material 
on the stars. Biggest aadio space grabtxrs 
in all papers are glamour pictures of the 
young ladies who mike for a living. 



•I. Carlisle MacDonald 

In the Grand Manner of 
U. S. Steel 

NO COMMON space-grubber is J. Carlisle MacDonald; his public 
relationing has always been on a grand scale. So it is befitting 
that when U. S. Steel wanted to sell its story on the air Mac- 
Donald (he's Steel press-agent and assistant to the chairman of the board) 
turned to the number one cultural theatrical group in America, the Theatre 
Guild, for an hour show. Its prestige was in keeping with Steel. 

He also insisted that the voice of U. S. Steel be American Broadcasting 
Company's keenest reporter, George Hicks, a yen that was a throwback 
to the days when MacDonald covered the world (the world was Europe 
when MacDonald pounded a typewriter). The air problem that faced 
Mac, after Steel had acquired Hicks and the Guild, was slightly on the 
mundane side. It seems they wanted to sell merchandise as well as public 
relations. The latter had to do with grand gestures like industrial rela- 
tions, stockholder relations, and problems like the reemployment of vets — 
all that was MacDonald's type of press-agency. But he surprised most 
of his associates at 71 Broadway (Steel's New York headquarters) by 
delivering through George Hicks solid selling stuff for Steel subsidiaries, 
as well as good public relations. 

He's not nearly the stuffed shirt he sometimes appears to those who 
meet him for the first time. He's given the agency, Batten, Barton, 
Durstine and Osborn, and the Theatre Guild, more freedom than an agency 
and a producing group usually receive on a big program. When news- 
paper radio editors in their last poll voted U. S. Steel's Theatre Guild of 
the Air second among their dramatic favorites, that was more important 
to him than the fact that the program hadn't as yet made the"First Fifteen" 
in rating. Editors mold opinion. If they listen they hear U. S. Steel's 
story and that's a special form of public relations. 

Remember the 
story about. .. 



Keep your eye on WWDC in Wash- 
ington! It's the station with the big 
sales wallop. There's only one reason 
for its power . . . people LIKE the sta- 
tion and its programs. We have sales 
success stories galore . . . we'd like to 
show them to you. 

Keep your eye on 


Coming Soon- WWDC-FM 

Represented Nationally by 




These identical twins illustrate station text that nothing changeth 


With clients and listeners to please 
juggling call letters was no sma. 
chore to two veteran New York station 

Niles Trammell and Tom Dewey team up to make first WNBC break 


Margaret Arlen, Commentator, is a top name behind call letters 

RADIO stations have yens to change their names as often 
as a maiden lady. That broadcasters give way so seldom 
to temptation may be traced to the fact that changing 
a trade name is fraught with more consequences than tying 
a Jover's knot. Every time a station changes hands one of the 
new owners is certain to feel that the station should be linked 
by call letters with its newspaper affiliate, grandpappy. or the 
chamber of commerce. Changing a million dollar trade name, 
and many stations have call letters (a broadcasters trade name) 
which have cost a million or more to establish, is just as much 
a problem as would be the rechristening of Dodge, Frigidaire. 
or Wheaties. Yet two of America's great stations, stations which 
had spent millions during the past 15 years selling their trade 
names, decided during the past year to adopt new tags. When 
WABC and WEAF did that, they were risking the advertising 
investments of hundreds of manufacturers in the latters' key 
markets. The changes, made on Saturday November 2, affected 
most of America's great air sponsors. 
Why the changes were decided upon is immaterial at this 

(Please turn to page 43) 



It took Slick Airways lo get Texas' first FM station on the air 

Assembling special airshipped antenna of KTHT-FM 

FM is what the FCC ordered 

Stations race to get on the air as receiver 
manufacturers increase set trickle to sizable flow 
Advertising brush-off no longer easy 

A I A FRTISING can't take FM (fre- 
quency modulation) or leave it 
alone. If broadcasting is included 
in the promotion picture of a manufacturer 
then FM is in that picture and to stay. 
Actually, by the thinking of the Federal 
Communications Commission, FM is des- 
tined to take over the major load of broad- 
casting to the American people. This is 
net crystal-balling but the official stand of 
the FCC. Charles R. Denny, acting head 
of the commission, warned station operators 
recently that even stations "who may be 
relying on their higher power to shelter 
them from FM . . . may find it won't 
work that way." In further urging that 
standard broadcasting (AM) station oper- 
ators get into FM quickly Commissioner 
Denny drove home the point that eventu- 
ally FM will "take over" by assuring the 
station operator that he wouldn't be forced 
to sell his AM station just because be 
operates an I- M station (the FCC duopoly 
rule states thai no station operator maj 
own two stations in one market : He under- 
lined the coming elimination of AM in 
many markets by continuing, "th< AM 
broadcaster who goes into FM will continue 
to operate his AM station until FM re- 
plat es AM in that area 


The FCC has made it clear that only in 
areas in which FM cannot render adequate 
service (vast rural areas where it is un- 
economical to operate stations that give 
intensive rather than broad coverage i will 
broadcasting as it is known today continue. 

This being so, FM can't be brushed off 
by adveYtiser or agency. Sixty-six stations 
are in operation, 564 more authorized, and 
307 applications pending. 

The retarded set-manufacturing situation 
(as indicated in Tin Biz Four in last 
month's issue) is rapidly being cleared up. 

Strombeig-Carlson's Roy H. Manson gives 
SPONSOR a factual report on FM status 

Dr. Ray H. Manson, president of Strom- 
beig-Carlson. one of the leading set manu- 
facturers, reporting on the FM receiver 
situation, gives a clear picture o' how many 
sets will be available for FM listemn ; by 
the end of 1947. He states that by January 
I, 1947, the estimated total for 1946 of 
new-wave-band FM receivers having reached 
the field will be 155 000. He confnues. 
"This production picture is due for a rapid 
change in the near future ... It can be 
expected that industry production will be 
stepped up gradually during the first half 
of 1947 and at a much higher rate during 
the last six months of next year. A good 
guess as to the production rate in Decem- 
ber, 1947, on present indications, is that 
FM-AM receivers will be going into 
the field at the rate of about 4 million sets 
per year." 

Dr. Manson also explains that the over 
395,751' FM receivers now in the hands of 
the public which are equipped to hear only 
the old-band FM are in mest cases still 
without a satisfactory method of being 
converted to the new band. States Dr. 
Manson. "A number of adapters or con- 
verters using vacuum tubes have been 
designed but, so far, have not met with 
favor by owners of the prewar . . 
FM receivers. However, recently, there 
has been announced the so-called Dnscoll 
Adapter which is a simple antenna device 
which can be attached to the prewar FM 
receivers and. in some favorable FM re- 
ception locations, allows the majority of 
\ I'll as, turn to pail, 46) 



n'Hmm i U'HH i iimmu 



i ttt> i T i iH 


: *> 

■i tTTnT i 










U < * l ***t a 

1 ' / 


I V^ 1 

\ / 

( / 



Canadian border listeners can take their choice of United States or Dominion stations. Surveys show that they stick to their local outlets 

Canadian Stations Preferred 

— say Canadian listeners 

IN-TOWN coverage has been found to 
increase program listening to any 
advertiser's message, although many 
advertisers still feel that north-of-the-bor- 
der listening can be obtained in a major 
way through U. S. stations. This has been 
disproved once again by a border-station 
survey conducted in Canada for a leading 
U. S. food manufacturer. 

Survey was conducted in Vancouver, 
B. C. ; Windsor and Toronto, Ontario; 
Montreal, Quebec; and a number of smaller 
Canadian towns. The report indicated 
that only in Windsor (across the river from 
Detroit 1 did any considerable number of 
families regularly tune U. S. stations. 
An "opinion" double check to the factual 
survey indicated that the reason for the 
tuning in Windsor can be traced to the 
number of residents of that town who make 
their living in Detroit and the close economic 
link between the Motor City and Windsor. 

Ntond town to listen in any degree 
to U. S. stations is Vancouver, B. C, but 
in this Western Canada metropolis the 
pattern of in-town station listening begins 
to uveal itself. Where shows are heard 
from a Vancouver station as well as a U. S. 
station (located in Seattle it was found that 
less than 10 per cent of the listening to 
tin program in Canada came from sets 
tuned to Seattle transmitters. There was 
no "opinion research" double cheek made 
in this area to uncover why even that 10 

per cent listened south of their border, 
but as far as the food manufacturer was 
concerned, 90 per cent of a program's 
audience coming from an in-town station 
was ample evidence of the fallacy of cover- 
age from across the border. 

In a further study of border-town listen- 
ing habits, the food organization's survey 
indicated that wandering ears were fewest 
in towns in the province of Quebec. This 
is no doubt traceable chiefly to the dual- 
language situation which keeps the French- 
speaking population tuned to its own 
stations; however, even the English-speak- 
ing part of the province appeared to listen 
to its own in-town or national stations 
rather than U. S. airers. 

Listening to U. S. stations is highest w hen 
for some reason or another the programs 
heard over the two Canadian Broadcasting 
Corporation networks are outstandingly 
"cultural," although there was a particu- 
larly outspoken minority which plumped for 
the cultural and informative level of 
Canadian radio versus the "commercial- 
ization of the Yanks." A number of listen- 
ing diaries kept by this vocal minority, by 
the way, showed an amazing percentage of 
tune spent in hearing popular U. S. net- 
work programs aired by the CBC. 

A coincidental telephone survey made 
following the release by the Bureau of 
Broadcast Measurement (Canadian version 
of the Broadcast Measurement Bureau 

of its first coverage report indicated that 
although there was fringe listening (as 
shown in the BBM figures it indicated 
dialing to specific programs, not consistently 
to specific stations. This coincidental BBM 
check-up also indicated that remote listen- 
ing is unstable and that the only certain 
deliverable audience is that which ■? close 
to the home of the transmitter. 

Further proof of the impact of in-Canada 
stations has been found in the "opinion 
survey" which is conducted by a number of 
big corporations in Canada. The tabbing 
is done because of the constant knowledge 
that a great section of Canadian opinion is 
pro government ownership of industry. 
The corporations underwriting this opinion 
research want to know just what the voters 
think of them. They find that organizations 
using Canada's air almost always lead the 
favorable opinion group —be they Canadian 

or r. s. 

As a result of the survey, the food 
company which paid the survey bills 
itself eliminated all consideration of 
Canadian coverage by I'. S. stations 
except in the Detroit and Buffalo-Niagara 
areas, and even in these service areas 
counted upon the "Yank" stations' deliver- 
ing only "supplementary" coverage. The 
memo from the organization's research 
director to its advertising director starts 
off with. "This research study indicates 
that the only certain way to reach a Cana- 
dian audience is to broadcast in the town in 
which you want to make sales— or else 
the nearest Canadian town in which there's 
a broadcasting station. You can 'influence' 
people through U. S. stations near the 
border but this influence cannot guarantee 

It seems simple but it cost S-5. 000 for 
this food company to discover that "Cana- 
dian Stations Preferred" is more than a 
catch-phrase with Canadians. 




(Continued from page 39) 

time. The claim in both cases is that the 
new names will more closely relate the 
stations to their networks and that a net- 
work^ key station should be recognized as 
such by its call letters. So WABC has bi - 
come WCBS and WE AF has become WNBC. 

What is important is what the change- 
over meant to commercial programs on the 
two stations. It's also important to discover 
what it cost each station and what was done 
promotionally to make the change-over 
painless — to the men who pay the bills. 

Each station's approach had a theme as 
different, advertising-wise, as any two plans 
could be. How effective both plans were is 
indicated in a special survey made ex- 
clusively for Sponsor. WNBC's Sunday 
audience (November 3, the day after the 
change-over) was actually 19.8 per cent 
higher than it had been the previous week 
when it was still called WEAF. WCBS' 
November 3 audience was 9.8 per cent 
higher than it had been on the previous holy 
day. One week later, November 10, the 
Sunday rating for both of the stations had 
lost most of the previous week's upsurge, 
allowing for the normal seasonal increase in 
listening. However, each gained a greater 
percentage of the seasonal increase than 
any other of the nine New York stations. 

Briefly, both promotional campaigns were 
successful, WNBC's a little more so than 
WCBS' both in critical acceptance in the 
consumer and trade press and in results 
achieved. WNBC, under the direction of 
James Gaines, manager of the station, de- 
cided to sell itself under its new call letters 
with a maximum nostalgia and a razzle- 
dazzle program (one hour and a quarter). 
WCBS decided to make use of the change- 
over to sell its public service. Its program 
(half-hour) was, for the most part, a recap 
of what the station had done during the 
war for the war, with Arthur Godfrey, ace 
salesman of the airways, doing the selling. 

Neither station lost listeners because of 
the trade name change. Each gained some- 
thing for the actual cash outlay, around 
$40,000 plus, because each took the oppor- 
tunity of doing program promotion at the 
same time it was selling a trade name. 
WNBC did it with smash, full two-column 
and full-page ads, selling the programs the 
station brings its audience. The station 
paid for it all, but every star program on 
WNBC received paid space, as well as 
considerable publicity lineage. WNBC's 
on-the-air change-over promotion was 
straight, without the showmanship which 
marked its Hail and Farewell. In the latter 
Governor Dewey (N. Y.) turned station 
announcer, handling the actual station 
break, and Niles Trammell. NBC president, 
handled the actual station identification the 
first time it was tagged WNBC. Dewey 
stuttered once and thus snagged news- 
paper attention which he wouldn't have 
received had he been a "perfect announcer." 
(Please turn to next page) 

\ S 

$lO^ ■"■" grow"* 
Ca" adaS Jo f ORCE 




Within our primary coverage area are 19.35% of 
the Total Population of Canada, 25.28 % of the 
Total Retail Sales in Canada, 23.55% of the Total 
Food Sales in Canada, 32.57% of the Total Drug 
Sales in Canada based on the latest Dominion 
Bureau of Statistics figures. Coverage according to 
preliminary measurements of R.C.A. 

'n the United States: Adam J. Young, Jr., Inc., New 
RECRUITING STATIONS York, Los Angeles, Chicago. In Canada: Horace 
N. Stovin Co., Montreal and Winnipeg,- Metro- 
politan Broadcasting Service, Toronto. 

900 K. C. 
5000 WATTS 






'tut an u^ jtawu 

Once produced at $100 a point 

ARTHUR PRYOR, B. B. D. & 0. vp, kicked him out 
of his office when he first tried to sell Pryor a program, 
yet he now has the top-rated show ("Inner Sanctum," 13.2) 
in the B. B. D. & 0. stable. 

He grew up in show business as a borscht circuit comic, 
yet all his successes are daytime strips or whodunits, without 
a laugh in a carload, except those smooth sex smacks in 
•'The Thin Man." 

His favorite show, the socially-conscious non-profit, 
"Green Valley, USA," brought him more headaches than 
his most bankable operation, "Joyce Jordan," on which he 
does nothing but collect royalty rights. CYUSA is still the 
show he'd like most to sell. 

He makes most of his 1946 income tax cashables from 
mystery programs — "Bulldog Drummond," "Thin Man," 
and "Inner Sanctum"- but he's refused 25 times to do an- 
other thriller-diller. 

He has consistently delivered Hooper points at as low 
as $100 a point but there is a limit and when Lambert 
and Feasley insisted, after an AFRA (actors' union) scale 
increase, that he continue to do "Grand Central Station" 
for $750, he just naturally said "nuts" and stepped out. 

He's been using the same casts for years — because they 
know what he wants and give it to him. 

He's the number one independent producer of air shows. 
who actually watches over each program. He's Hi Brown. 

\\ CBS's program, as noted before, was a 
recital of its public service, but its daily 
on-the-air promotion used plenty of show- 
manship, with original jingles, handled by 

I )mah Shore, Jack Smith, and Elsa Miranda, 
singing out the change on the air until 
November 16. 

WCBS' promotion generally has been 
completed, its money having been well 
spent on three-and-one-half-inch one-column 
ads for each of the programs on the station 
in every daily newspaper in all its primary 
market- WNBC is following its major 
Bplurge with salutes to a number of towns 
in that station's primary service areas. First 
is a bow to Bayonne which has produced 
eight first-page 5torie8 in the Bayotmt Timet 
and cards in every retail shop in Bayonne. 
Salutes to individual towns within a station's 
service area have been a successful audience- 
promotion device all over the country. That 
it's just hit New York is indicative of the 
fact that there are hundreds of sock pro- 
motion ideas which have been proved time 
and time again far away from a metropolis. 


I I 'nuti inn it from i agi .'.' > 

The day after the broadcast a five- 
column newspaper ad headed by the Melody 
Lane program trade-mark features "The 
Fashion Star of the Week" but even it 
isn't too commercial in its approach. 
Program ads in Sunday papers have no 
product tie-up. How far Wieboldt's have 
grown from selling the price tag is indicated 
in the fact that a coat priced at $455 was 
the "star" one week and an over-arm hand- 
bag at $12.50 was featured another week. 

As a matter of record the entire fashion 
end of Wieboldt's has been upgraded three 
times during the period that Melody Lane 
has carried Wieboldt's story into the homes 
of Chicago over WBBM. 

Even the ticket handling for the broad- 
casts is different. The tickets are in the 
form of invitations which are sent out each 
week not to new customers nor charge 
accounts but to those women who during 
the week have received attention in the 
society columns of the metropolitan and 
neighborhood newspap* i 

The cast entertains, before each fashion 
season, at a series of "Fashion Previi 
which use 20 models to present the styles 
of the coming season. Style-conscious 
customers whom style shows can't reach in 
person are sent two-color brochures of pro- 
gram notes, and pictures of stars and gu 

It's all too style-conscious for words, 
but for those who are interested in crass 
monetary facts, every style item featured 
on the show is sold out between broad- 
casts, and Wieboldt's. needing more from 
their suppliers than the latter are willing to 
give most stores, use the program as a reason 
why they deserve "extra consideration." 

Style-conscious promotion? 

St ll-conscious promotion? 

Yes but don't let Wieboldt's know. 



The New Trend in Radio Advertising 





Top Radio Programs • Leading Stars 

Musical • Comedy • Drama 

Greatest Audience Coverage 

Bing Crosby Enterprises, Inc. 
proudly presents 

The First in a Series of Transcribed Programs 





Produced By Bill Morrow and Merle McKenzie 

for further Information 
Everett N. Crosby 

Bing Crosby Enterprises, Inc., 9028 Sunset Boulevard, Hollywood 46, California 




t tiiitinuttl nam pa ■ 

the FM channels in the new 100 mi band 

t< be tuned in on the range of these 

rhe adapter, designed by 

ill. Acting A-M-iant Manager 

of FM Station WHFM, is being supplied 

: tromb rg-( ai Ison c ompany l< r use in 

'favorabli locations" in areas being served 

in the Hi u LOO mc FM transmissions 

Dr. Manson was a pioneer in the field of 
FM receiver manufacture and the industry 
looks upon the information to which lie has 
access as being the most an man in the 

Down in Texas, the typical pioneering 
spirit that paced broadcasting originally 
was demonstrated by Roy Hofheinz's 
KTHT-FM, whose stall was able to put 
the FMer on the air 17 days after it re- 
ceived its conditional grant from the FCC 
and on y two days after permission had 
been granted it to operate commercially 
on reduced power with a special antenna 
'August 22 of this yean. Transmission line 
was picked up in Atlanta, Georgia. A 250- 
watt FM transmitter was picked up n 
New Orleans, Louisiana, and reconditioned 
pending the arrival of KTIIT-FM's own 
1,000-watt transmitter. The transmitter 
building was built "from the ground up" 
in three days and nights, and they chartered 
a Slick Airways' plane to make a special 
flight to New York to pick up the vital 
27-foot antenna. What this saga means to 
the advertiser is what it exemplifies of the 
drive behind the men behind the station. 

Having licked the technical difficulties, 
the station staff next went to work licking 
the problem of producing listeners and FM 
acceptance in Houston and south Texas. 
Special displays of FM sets tuned to 
KTHT-FM were set up at most dealers' 
and through the drive 1,500 receivers 
were in Houston homes within a few- weeks 
after the station hit the air. That number 
is doubled now. The results were so satis- 
factory that one-third of the commercial 
time of the station has been taken by a 
dealer-distributor group. With this business 
as a start, Station Supervisor John Stephen 
went after a number of "institutional 
advertisers." At the initial rate of $17.50 
per hour he sold out the entire six hours 
that the station is on the air (3 to 9 p.m.). 
No spot announcements were sold, no 
sponsor was permitted to buy less than an 
hour, commercials were limited to one each 
15 minutes. Sponsors include a furniture 
store, a bank, and a public utility. 

\i present there are no live programs 
on KTHT-FM. No phonograph records are 
used, however, the programing being re- 
stricted to transcriptions (e.t.'s . especially 
those which are produced so as to permit 
the station to make use of FM's full- 
range reproduction. Emphasis is on music, 
the time being divided equally between 
popular, old favorites, and classical. \N hal 's 
on the transcriptions, rather than names, 

motivates programing. Each e.t. is audi- 
tioned to make certain that it meets the 
(requeues response characteristics of FM 

good full rounded music i, which is more 
than three times that normally trans- 
mitted on standard AM channels. What 
WTHT-FM proved with amazing speed is 
that FM acceptance can be achieved 
quickly* by a station even though limited 
receivers are available and transmitting 
equipment is at a premium. 

Other stations may not have been able 
to move with the celerity of KTHT-FM 
but 1 1 1 1 \ also are proving that FM is 
here. Down in Becklev. West Virginia, 
WCFC'S new S 100,000 studio-transn 
building is "rapidly nearing completion," 
and they expect to move in around the 
lirst of the year. They went on the air 
August 15, with a temporary authorization. 

Unlike KTHT-FM. WCFC turned down 
requests for time. They wanted to prove 
an audience before they went commercial. 
WCFC took the selling of FM for its job 
and to quote them, "Sets without FM do 

not sell well in Beckley and the adjacent 

The technique which KTHT-FM and 
\\t FC have established -"selling of FM 
to the audience" -is the one that Leonard 
Wli. owner of W BC \. found so successful 
in Schenectady, on the old waveband. 
Every new FM station promoted aggres- 
sively has sold the listeners in its area on 
this type of broadcasting. For instance, 
\\ RCM, first FM station in New Orleans, 
.■■'lit on the air sustaining in May of this 
year. On November 1 it became a com- 
mercial operation and "has sold a sub- 
stantial amount of advertising." New 
Orleans is noted for being a highly com- 
petitive market for broadcasting, but FM 
is news to listeners and it's selling despite 
the competition. 

The broadcasting picture is changing 
rapidly, so rapidly that as one advertising 
manager observed, "the usual rule of thumb 
which has been applied to advertising 
generally just won't answer the FM 


I •P^»» Tobacco comes to the 
air fWEAF) on July 14. 1923 with 
the American Tobacco Company's 
sponsorship of Nathan Glantz and 
his dance orchestra to sell the then 
frowned upon "coffin nails." On 
September 25, 1923 B. A. Rolfe and 
his Lucky Strike Dance Band take 
over to play music that only 
George Washington Hill can dance 
to. A tradit'on starts. 

5 l!!Hi Jack Benny, now sell- 
s ing Lucky Strike, regains rating as 
< No. 1 air com>c for the first time 
5 since he "Jello-ed again." American 
Tobacco is now spending more than 
82,000,000 a year to sell LS/MFT 
on the air. with Benny on 151 NBC 
stations and Your Hit Parade on 
155 CBS outlets. ATC sponsors 
Frank Morgan for Fall Mall on HO 
NBC stations too. 





rea as 


• • • 

• • • • • 

Circulation breakdown: November 1946 Issue 


National sponsorsand prospective sponsors- 46.39c 

Advertising agency account executives, 

radio directors, timebuyers 26.4% . 

Station and net work executives 20.9% 

Miscellaneous 6.4% 

sponsor's circulation guarantee is 8,000 to 12,000 copies each 
month during 1947. Three out of every four copies go to national 
advertisers and radio-minded advertising agency executives. For 
additional facts and figures write to Advertising Director, sponsor 
publications, Inc., 40 West 52 Street, New York 19, N. Y. 



1 time 

6 times 

12 times 

One page 






















Project S 

THIS is the second issue of Pro ji 
It differs from the first in a number of 
ways, all of which we hope you will 
see as improvements. Other changes will 
come with other issues. With a job as vital 
and dynamic as ours — namely, to speak for, 
of, and to the man who pays the broadcast 
advertising bills -we can't afford to be 

The first issue brought a great number of 
congratulatory wires and letters. Since none 

are being printed, we take this opportunity 
to thank SPONSOR'S well- wishers. There 
were brickbats. t<x». With some we agree. 
Of others we can only say, "Wait and Bee." 

In Vol. 1. No 1, SPONSOR stated what it 
stands for. We think our Credo is worth 

"The job. as m set it, boik down to this- to 

give tht sponsor what he needs to undt rstand 

and effectively use broadcast advertising in 

all its forms — 

to sort out tin lour broadcast advertising 

mediums —AM, FM, TV, FAX in their 

present-day j>< rspective — 

to main every lint of editorial content vital 

and vivid to the sponsor — 

to look at broadcast issues fairly, firmly, and 

constructively — ■ 

to promote g,ood broadcast advertisit 

advertising that is good for the sponsor and 

good for tht listen* r." 


THIRTY million dollars of broadcast 
advertising were represented last 
month at a meeting at one of New- 
York's most noted clubs. The meeting had 
been called by telephone (no letters were 
written and each of the eight men attending 
understood that the entire meeting was "off 
the record." The purpose of the confab was 
the possibility of forming a new association 
whose interests, like those of sponsor, 
would be the broadcast advertisers'. 

There were no violent objections to the 
jobs that the AAAA (American Association 
of Advertising Agencies) and the AN V 
(Association of National Advertisers i wen- 
doing. A number of the men. those who 

had called the meeting, had come to the 
conclusion that there were problems in- 
volved m the future of commercial broad- 
casting that could best be met by a national 
asso ci a t i o n of broadcast advertisers. The 
meeting was not inspired by any broad- 
caster and the men present were not officials 
in any other advertising association. 

No final decisions were reached at the 
meeting. As a matter of record none of the 
men attending had the authority to commit 
bis company to participate in a new group 
such as was under consideration. Reports 
of the meeting have been made to tht top 
executive of each of the corporations repre- 
sented and the next meeting will be held 
after the first of the year. 

Among the problems which brought the 
group together were AFRA (American 
Federation of Radio Actors), the tendency 
of unions to fight their battles with the net- 
works by attacking advertisers on the net- 
works, the emergence of television as an 
advertising medium, network transcriptions, 
and a host of other aches which have beset 
or w ill beset the broadcast advertiser. 

The broadcast advertiser up to now has 
not considered himself apart from other 
national advertisers and there are a great 
number of advertisers who see nothing but 
trouble ahead if they should decide to draw 
apart at this time. I lowever, it is important 
to radio that he is beginning to think as an 
articulate group and that he no longer is 
willing to drift. Frankly, the final decision 
of the group is of secondary importance, for 
if they do not decide to function as an 
independent association they will naturally 
function as a group within the ANA. The 
radio advertiser is coming of age. 

lO WEST .~>2itd 

We found sponsor to be an extremely- 
interesting magazine and one which fills a 
new place in the trade. 

Kendall Foster, 
William Esty ami Company 

We have a big job to do and we hope that 
the "new" place we fill will be a vital one. 

We will continue to do the job that's 

I hope that you will continue to be frank 
and direct in your approach to the sponsor's 
angle of radio advertising. Too often 
writers forget the business angle and become 
submerged in personalities, surrounding 
their comments as we say with tluti 

Joseph w Fi i ghum, 

Tin Coca-Cola Company 
We are staying clear of fluff and puff. 

Nice job. sponsor was the missing link 
in the field of broadcasting 

[os pii K u/. 

The Joseph Kat: Company 

With your permission. I intend to include 
some of the information (from the Bab-0 
story in the November issue ) in a talk I am 
making before the senior advertising class 
organized by the Toronto Advertising and 
Sales Club. 

A. A. McDermott, 

Horace N, Stovin & Company 

We're happy to have you spread the good 
Bab-O word. 

The article on comparison of radio pub- 
licity in the Twin Cities was interesting. 
If the week prior to your survey or the 
week following had been used, we would 
have been an easy number one. while this 
week. WLOL with it- Queen For A Day 
program originating from here would have 
been an easy number one. 

Carl Ward. 

Radio Station WCCO 

Our research department picked a random 
week and that's the way the cards will 
always fall. 

I was particularly interested in the net- 
work publicity schedule and will find it 
useful here. 

Wells Ritchie. 

Canadian Broadcasting Corporation 

The network schedule is required reading in 
many agencies and sponsors' offices too. 

Our Executive Board discussed the 
article on Duane Jones and we are very- 
much impressed with its factual content, as 
well as the interesting manner in which 
this article is written. 

Ralph Wali erstein, 

Director National Sales & Advert 


It's the first of a number of "facts and figures'' 
stories that will be in every issue. 





1 HE MANAGEMENT of WINS acknowledges the vote of confidence in our future which has 
been expressed in the tangible form of contracts for time and programs by the following 
advertisers and their agencies. We assure both present and prospective clients that we will do 
everything in our power to merit and maintain this faith. 




Balpine Bath Oil 

Benrus Watches 


Charcoal Gum 


Columbian Insurance 

Diamond Crystal Salt 


4-Way Cold Tablets 

Griffin Shoe Polish 

Groves Cold Tablets 

Ipana Tooth Paste 

La Boheme Wines 

Lummis Peanuts 

Nature's Remedy 

Meadow Gold Ice Cream 

Metropolitan Life Insurance 

Mission Bell Wines 

Mounds My-T-Fine 

Pabst Beer 



Rayve Shampoo 






T. R. C. 

Willard Tablets 

Woodbury Dry Skin Cream 


Baltimore Gospel Tabernacle 

Bellerose Church 

Empire Diamond & Gold Buying Service 

Gospel Broadcasting Company 

Keensight Lens 

Lutheran Laymen's League 

Madison Loan Company 

New York Daily Mirror 

New York Technical Institute 

New York Telephone Company 

People's Church 

Peil's Beer 

Sherman Bow Ties 

Tucker Furs 

Williams Used Cars 

It is our sincere desire to provide New York listeners with an expanded and improved program 
service. To this end we have already added additional experienced program personnel and 
made many changes in our program schedule. 

On October 13 we began an inter-change of programs with WLW by direct wire and we are 
now receiving reports direct from the WLW- WINS Washington Bureau. Other services and 
innovations will be added ... all based on sound, tested principles of good radio programming 
and station operation. 





WJW's daytime dialers give you an ace in 
the hole in the Cleveland billionarea — more 
daytime listeners per dollar than any other 
regional station. The facts are stacked in 
the time buyer's favor — for WJW gives you 

this large audience built by bright local 
stars and better local programming— gives 
you the opportunity to hold the winning 
hand. Why gamble in the great Cleveland 
market when \\ J\\ offers vou a sure thing. 

ABC Network lflf - 


Mil 850 KC 

mm 5000 Watts 





B 1 


THE SHADOW: S««*-K BO wt-S«IU (p. 3 « 14) 

Whit Radio Did for Wax • Automotive Industry Chart 
Dr. Chappell on Commercials • Do Rebroadcasts Pay? 

audience will thrill to hear these glorious voices 
featured in solos and superbly blended in duets. 

HIS ORCHESTRA The prestige of Wayne King and his world renowned orchestra brings added 
prestige to sponsors His matchless showmanship ... his greot group of musicians ... all add 
together to the grandest hoH hour of music on the air. 

matic voice serves os a perfect inl • p " 
soothing music of the Waltz King 













Networks, with exception of MBS, will adjust rates in 1947. No 
real revisions were made during war years. MBS had rate increase 
in August 1946. Individual stations throughout U. S. also will set 
new rates during year, with Westinghouse setting trend. Most rate 
changes will give protection for one year to present users of 
facilities . 

BBD&O will inherit retail business of United-Rexall sometime in 
1947. This will increase spot business of agency, now biggest 
placer of spot, by some $2,000,000. Spots will be set for Liggett, 
Sontag, Lane, Renfro, and other United-Rexall drug chains. 


NAB researchers estimate that 34,800,000 out of 38,120,000 families 
in the U. S. had at least one radio receiver in use as of January 
1, 1947. Other sets in use (restaurants, clubs, hospitals, auto 
radios, etc.) build the receiver total to over 60,000,000. 1946 
estimate was 3,000,000 less. 


With networks thumbs down on additional detective and mystery pro- 
grams, trend is toward using whodunit formulas in different cloaks. 
Programs being built include adult westerns, typical of which is 
''The Westerner,' 1 with Jay Jostyn (''Mr. D. A.' 1 ). Railroader and 
truckman series also in works. All retain whodunit features but 
settings change. 

WNAX has just released diary study comparison between 1945 when it 
was CBS and 1946 when it was ABC. Indicative of what aggressive 
local programing can do is fact that despite network shift station 
continues first in area. Combined nighttime ratings of five NBC 
stations in area produced one point more listening for NBC than 
WNAX alone. 

Increase in sustaining scale for actors (AFRA) will eventually mean 
increase in scale on commercial broadcasts. While this will not 
affect nighttime airings, most of which are overscale anyway, it 
will hit daytime serials, many of which have performers at scale. 
All costs seem destined to go up in 1947. 


Recent Coca-Cola survey revealed that Latin-American advertising of 
U. S. products is still based on American art and air formulas em- 
ploying Spanish or Portuguese headlines and copy, and even these 
are frequently uninspired translations of North-of-border selling. 
So ineffectual are these efforts that local advertisers are lifting 
products (imitating non-copyright features) and taking business 
with convincing South American ad-language. Since most export- 







IN 1946 




advertising, departments of domestic agencies operate in red. 
(J. Walter Thompson a notable exception) they don't worry about 
losing business. But advertisers are taking stock now ancl that's 
reason for recent sponsor surveys. 

Red Skelton, who usually kids his sponsor's commercials (Raleigh's 
903) did a defense of radio commercials in a December broadcast, 
even "903" which was being roundly razzed in trade press and else- 
where. Said Skelton at sign-off: "Let's give all sponsors a break. 
It's (the commercial) the cheapest box-office admission in the 
world for good entertainment." 

White collar union (UOPWA) which has CBS signed, though not on 
closed-shop basis, now is hard at work on MBS and ABC. Insiders 
at union admit MBS will be first asked to hold NLRB election. 
Sponsors employing CIO unions may expect pressure shortly if 
negotiations don't flow smoothly. 

"Suspense" is only network-built program to reach top listening 
status in years. CBS produced and nursed it. In December it was 
fourteenth in Hooperating. Sponsor is Roma Wine Company. 

1946 was the big year in FCC grants. By year's end there were some 
1,500 AM stations operating or building; over 500 (mostly 250-watt 
daytime locals) granted during year. FM picture showed 600 con- 
ditional grants and construction permits, with stations crowding 
onto air as year lapsed; about 100 are now operating. TV, plagued 
by uncertainties on part of applicants, showed disappointing 40 
grants. 1947 looks like even bigger FCC business with nearly 1,000 
carryover applications pending and many more to come. 

Ex-Mayor LaGuardia's shift to MBS was not based on unwillingness oi 
ABC to continue paying New York's firebrand $1,000 weekly. Mayor 
learned he was not heard in Washington nor Chicago — only 42 of 
ABC's over 200 outlets were taking him sustaining — and LaGuardia 
likes an audience. On MBS he is being offered to local sponsors 
and W0R will carry him (W0R sat in on three-day meeting that 
brought him to Mutual). 

Union operation of broadcasting stations hasn't been commercial 
until now, but International Ladies Garment Workers Union is going 
into radio as business, though with plenty of public service. 
Union has set deal with Raymond M. Wilmotte, Inc. to design and 
erect six FM stations which it expects to be granted shortly. Ide; 
is to make engineering on all stations identical, thus permitting 
interchange of personnel, etc. ILGWU bought ground in center of 
St. Louis December 27 and has local unions and non-profit organiza- 
tions buying stock in project. Millinery, doll, musician, and 
department store unions chipped in for New York station. In Bosto 
local co-op added its mite. Having established plan for getting 
sets into hands of members of unions backing each station, ILGWU 
will thus deliver extra listeners for any FM station in six areas 
organization hopes to serve. 




Br. and Mrs. Music" 
lome to town ! i 






ttaaWata an 




12 Noon to 2:00 pm 

4:00 to 5:30 pm 

"MR. AND MRS. MUSIC" present radio's pioneer develop- 
ment in recorded muSie show j^r -disc-jockeying, if you please) . 
It's entirely different from anything you've heard, or bought, 
in the past . . . original in,itself . , . npt a carbon copy or facsimile 
of any other program. • "• r ' — - 

As a husband and wife record-spinning team, singing star 
Bea Wain and her commentator husband Andre Baruch dis- 
pense with the chatter of the breakfast table to talk across the 
turntables about their most familiar topic— music. They present 
America's top tunes, bands and vocalists on records, of course! 
But "Mr. and Mrs. Music" give recordings a brand new appeal 
with such unique features as . . . 

RECORDS COME TO LIFE with guest appearances by popular 
band leaders, singers, composers and other famous personalities. 

BEA WAIN SINGS with instrumentalists and during highly- 
publicized audience shows in the WMCA Theatre. 

RECORD MAKERS "ON THE SET"-Bea and Andre visit 
recording studios to interview stars making tomorrow's hit discs. 

interview husbands or wives of well-known music-makers. 

Thanks for your barrage of spot announcements launching the 
show - Frances Langford, Jon Hall, Milton Berle, George Jessel, 
Kate Smith, Ted Collins, Ralph Edwards, Joan Edwards, Ella Logan, 
Jean Sablon, Jack Smith. 

"Mr. and Mrs. Music "go to town . . . 

in the year's strongest bid for dominance of New York's daytime 
audience. The show boasts the name talent, the production, 
the novelty, the hard-hitting promotion* and advertising send 
off which has made it a great show from its first broadcast. Bea's 
sultry personality and Andre's master salesmanship combine 
for perfect commercial balance. 

"Mr. and Mrs. Music" is available in quarter-hour strips — 
periods which will sell fast, for we thought of the advertiser 
when we set the price— and the price is right! But that's merely 
part of the story. You should have all of the details. Check 
WMCA Sales or your Free and Peters representative. 

Y :,;>.* 

First on New York's dial 


Represented by Free & Peters 
















Spcmor Reports 


Twenty Year Club 




Know the Producer 


Mi. Spomoi 


Frank Telfcrd 

Harvey Firestone, Jr 

Siqned and Unsigned 


New and Renew 


Publicity in Action 




Contest Chart 


Automotive Chart 




Mf Sponsor Asks 


Sponsor Speaks 


Commercial Reviews 


40 West 52nd 




Published monthly by Sponsor Publications Inc. 

itne. Editorial, and Advertising Offices: 40 West 

52 S' York 19, N. Y. Telephone: Plaza 3-6216. 

Publication Offices: 5800 North Mervine Street, Phila 

delphia 41, Pa. Subscriptions United States $5 a 

Canada $5.50. Single copies 50c. Printed in 

•ight 1947 by Sponsor Publications Inc. 

ident .mil PublMlOl Norman R. Glenn. 5ec- 
retar\ -Trr-;i-urt-t ■ Elaine C. Glenn. Editor: Joseph M. 
... :.:tt- Editor: Frank Bannister. Art 
Dir> hrop. Ad\ -rrt rsintf Director: 

1 V. (well. Advertising Department Edwin 
D. C( CoMt-157 North Hamel Drive, Beverly 

Hills, Calif). Alfred Owen. Circulation: Milton Kaye. 

COVER PICTURE: -The Shadow knows 
(See storv on page 24) 

how to sell. 


Trend on the part of rating organizations C. E. Hooper. A i 
Nielsen of stressing the limitations of program rating informa- 
tion is invaluable to the industry. Rating figures for years have 
been projected to the nation as though they were actually pro- 
gram circulation indices Vctually they represent, at the most. 
relative popularity in telephone home- in 33 cities I Hooper and 
relative popularity in areas covered mot the nation by Nielsen 
auduneten recording machines attached to radio receivers in 
the home As long as the figures are used for what they are 
no harm can be done and both Mr. Hixiper and Mr. Nielsen 
have been spending plenty of cash to explain Hooperating and 
Nielsen ratings there are a number of the latter to the industry 
The industry needs this education, just as it needs the restrain- 
ing rem> which the Broadcast Measurement Bureau is now hold- 
ing on its Iigures Research is never any better than the use to 
which it is put. 

t BS lias dropped its early approach to television, i.e., that 
color would make obsolete everything black and white. During 
December it unveiled a video receiver that would receive both 
its sequential color and black-and-white television. It also 
showed the Federal Communications Commission a fully elec- 
tronic tube that would receive CBS color video in the home, 
eliminating all moving parts in its home receiver, just as Radio 
Corporation of America had done previously with its form of 
tinted visual entertainment. Thus CBS inferentially endorsed 
Obsolescence Is Obsolete, Sponsor's report to the industry on 
television in its December issue. 

Both major factors in the television research field have cleared 
the way to air-picture development under present black-and- 
white standards. Many of the stations which dropped their 
black-and-white applications are reconsidering their decisions 
and several have already reentered their applications. Du.Mont 
is actually putting full steam behind its production of sets and 
transmitters. Its position in the color controversy is linked with 
RCA's since it is DuMont's basic patents which RCA is devel- 
oping lor its simultaneous-broadcast all-electronic system of 

For the first time since 1938 the way is clear for TV to become 
an industry. Thanks to CBS. it's a battle of color systems, not 
a battle oi CBS vs "television now." 


With all the negatives with which the South has been pelted 
recently, it's encouraging to see a radio station devote time on 
every program in its 20-hour day. for seven days, to help a local 
negro YW-YMCA. The station was WBT, Charlotte. North 
Carolina, and its time donation was to help raise $78,000 to 
eradicate the deficit in the $250,000 building fund of the organi- 
zation Charles Crutchfield. manager of the station, didn't 
stop with giving tune to the cause. He built special programs to 
appeal to charitably-minded listeners, and hired a staff of special 
fund-raising experts to help him gather in the needed thousands. 
That s public service at its best. It's what makes commercial 
time on a broadcasting station worth the buying. It's carrying 
on a local tradition of service which is unusual for a station 
as powerful as WBT with us 50,000 watts . . . but it's what 
built the station into the million-dollar operation that it is. 




m i 



r^l- 1 >- 


wk % 


^SM's 50,000 watt Clear Channel power beamed into our vast coverage 
sea has introduced this station's talent to literally millions of people all over 
te country. 

Proof of this is the box office appeal of our stars. Our figures over the last 
s/eral years show that WSM talent annually averages 2,000 personal appear- 
aces in more than half the United States. To see these performances almost 
ce million people pay a half-million dollars every year! 

(And this figure does not include the quarter-million people who come 

Nashville from all 48 states to witness the Grand Ole Opry — nor the 

1 5usands of visitors who comprise daily audiences for WSM shows in our 

v on studios.) 

These statistics give a graphic picture — 

But, there are no figures which can represent the enormous amount of 
gxi will these personal appearances create. Good will that is transmitted 
t'the advertisers who sponsor this WSM live talent. 

The final result is worth thousands of dollars. But the cost to the adver- 
ti;rs? — Not one red cent. 

Smart sponsors look to WSM for the maximum return on their every 



i^ertising dollar. 


7^e Sedf i*t ^notidcottuty' 




JACK HARRIS, Asst. Gen. Mgr. 



National Representatives 

It happened on NBC 

STORY OF A ROYAL FAMILY * The doings of the 
Barbour clan arc as familiar to American families as their 
own domestic histories. Birth, death, marriage, romance, 
comedy, tragedy— these arc the raw materials of family life 
everywhere, and they arc the threads with which the story 
ol One Man's Famih is woven. 

The bewildering offspring of l ; ann\ and Henry Barbour 
now have equally bewildering offspring of their own. I is 
teners who wen' parents when they Inst heard One Man's 
Family have now become grandparents. Listeners who were 

in their teens when they first became Harbour fans 
gone through the war listening to One Man's Faniih a 
Iceland to I wo lima — and now ha\ e ( ome home to < I 
families ol their own. Youngsters who were not 
when the Barbours came to NBC are now (lose I rieil 
Pinky, Hank, [oan, Penny and Margaret — todays j 
set ol One Man's Family. And while Father Barbour'$|l 
yes" m. i\ be a little more weary, it is balanced bv littlol 
■4. net's (harm, and adolescent Pinky's struggles to intj 
the working of the adult mind. 


■,---« ■■ V- 

k i 1932, Carlton E. Morse envisioned a radio 



i '1 would reflect the American way of life in millions of 
mg homes. In March of that year he introduced One 

Family over a San Francisco station. One month later 
series moved to the NBC Pacific Coast Network. In 

133 it went coast to coast. Today it is broadcast over 
sftions of the NBC Network every Sunday afternoon at 

istern Time. 
Wng its fourteen years on NBC, One Man's Family has 
m1 at least fifteen national awards as radio's outstanding 

dramatic serial. Under the sponsorship of Standard Brands, 
it has helped make Royal Desserts and Fleischmann's Yeast 
household words throughout the country. 

How to grow a family tree? Plant it with the skill and 
craftsmanship of a distinguished author and a fine cast of 
characters. Give it roots in the powerful facilities of the N BC 
Network. Let it thrive with other great shows heard on \ B( '. 
The result: a program which for more than fourteen years 
has been pleasing millions' of families, who in its story see 
a reflection of their own way of life. 


am.l Aatrica 

. . . the National Broadcasting Company 

Remember the 

story about .. . 



it* t\* \.- — 

Bees or bears . . . independent or net- 
work, you can bet that in Washington 
D.C.,WWDC is putting on the bite. The 
big bite that means big sales at low 
cost for advertisers. We'd like to show 
you some of our sales success stories 
before you even make up your list. 
That will be the clincher! 

Keep your eye on 


Coming Soon- WWDC-FM 

ktprtltnltd Nationolly by 


Harvey Fir€»sloii«». Jr. 

A music lover who doesn't meddle with his radio program 

HE'S as definite as any top executive, in or out of the rubber 
business, yet he doesn't interfere with his broadcast program. 
Voice of Firestone (NBC). 
Beyond insisting on the broad policy that the music appeal to the 
lovers of both good popular music and chamber music, he permits 
Howard Barlow, conductor of the program, to run the airings. 

Although the program's opening and closing themes are composi- 
tions of his 72-year-old mother, Ida Belle Firestone, she has never 
made a suggestion on how the program should be run. The themes 
are part of the program because Harvey Junior liked them . . . and 
thought them "good" music. They had to be transcribed from Mrs. 
Firestone's playing since she can't write a note. 

His daughter Elizabeth has never made a program suggestion 
despite the fact that she's a Julliard School of Music graduate and 
recently was the featured piano soloist on the Firestone program. 
Elizabeth received her recognition not from the Voice of Firestone but 
from Xavier Cugat, who introduced her composition, Night, in 1940. 

Harvey Junior is a music lover but was never given the opportunity 
of learning to play an instrument since dad put Harvey Junior's nose 
to the grindstone the day after he graduated from Princeton. 

His advertising department sometimes thinks they spend too much 
money in radio (20 per cent of the budget), but H. F. has a keen 
memory and knows that radio redeemed Firestone from the stigma of 
cheapness in 1928 when they marketed a low-priced line to compete 
in the mail-order brands. 

He knows that it's tough to bring women to buy other items 
besides gas at a filling station (75 per cent of Firestone dealers are 
filling stations). And he knows that the Voice of Firestone brings 'em 
in and sells the "works." 

He keeps peace in the Firestone family, which can't be too simple 
with the business controlled by mother. Ida Belle. Harvey Junior, and 
his four brothers. 



new and renew 

flea* On NetwosJu 




PROGRAM (time, start, duration) 

Beaumont Co. 

Brown Shoe Co., Inc.* 

Chemicals. Inc. 
General Foods Corp.t 
Grove Laboratories, Inc. 
John Hancock Mutual Life 

House of Delicacies, Ltd. 
Mall Pouch Tobacco Co.t 

Benjamin Moore & Co. 
Serutan Co.* 
W. A. Sheaffer Pen Co. 
Shontex Co-1 

Southern Oil Co. 

Studebaker Corp. 
H. H. Tanner & Co. 
Ton!. Inc. 

J. D. Tarcher CBS 9 Pacific 

Leo Burnett NBC 155 

Garfield & Guild CBS 11 Pacific 

Young & Rublcam MBS 

Duane Jones CBS 6 Pacific 


Emll Mogul CBS 11 Pacific 

Walker and Downing MBS 45 

St. Georges & Keyes ABC 18.? 

Roy S. Durstlne MBS 290 

Russel M. Seeds CBS 155 

Robert B. Raisbeck NBC 25 Mountai 

& Pacific 

Kenyon & Eckhardt ABC 81 

Roche. Williams & Cleary CBS 13 Pacific 

Mason-Gold CBS 18 Pacific 

Foote, Cone & Belding CBS 155 

Melody Trail, MWF 12:15-12:30 pm pst; Dec 2; 13 weeks 
(91 stations added Dec 7 for last 38 weeks of contract) 

Smilin' Ed McConnell. Sat 11 :30-12 noon 
Meet the Missus, Kri 1:45-2 pm pst; Dec 20; 12 weeks 
McGarry and His Mouse, Mon 8-8:30 pm; Jan 6; 26 weeks 
Call of the Range. Mon 4-4:15 pm pst; Nov 4; 21 weeks 
Boston Symphony. Tues 8:30-9:30 pm; Jan 21, 1947; 14 

weeks (season) 
Meet the Missus, Wed 2:30-2:45 pm pst; Nov 13; 13 weeks 
Fishing and Hunting Club of the Air. Mon 10-10:30 pm; 

Dec 23; 52 weeks 
Betty MooreJ. Sat 10-10:15 am; March 1. 1947; 13 weeks 
Gabriel Heatter, TTh 9-9:15 pm; Dec 10; 52 weeks 
The Adventurers Club. Sat 11:30-12 n; Jan 11; 52 weeks 
n Mystery Is My Hobby, Sat 9-9:30 pm; Dec 21; 52 weeks 

Edwin C. Hill -News, MTWTF 3:30-3:45 pm (replaces Try 
'n Find Me. same time, same sponsor); Dec 9 to Mar 
7, 1947 (duration of present contract) 
Bob Garred— News, MWF 7:30-7:45 pst; Dec 2; 30 weeks 
Free for All, Sat 11 :30-12 noon pst; Dec 21; 52 weeks 
Give and Take, Sat 2-2:30 pm; Jan 4; 52 weeks 

♦Expanded network. 

fProgram. network, or sponsor change. 

♦Program has been on the air before but Is returning to the networks after a sizable absence. 

(Piflv-tvn) week* generally meant a 13-week contract with apt inns for 3 successive 13-week renewals. It's subject to cancellation at the. end of any 13-week period) 

(le+t&wak On Network* 




PROGRAM (time, start, duration) 

American Tobacco Co. 

Borden Co. 
Bristol-Myers Co. 

Colgate-Palmolive-Pcet Co. 

Continental Baking Co.. Inc. 
Curtlss Candy Co. 

E. I. DuPont de Nemours & 
Co.. Inc. 

F. W. Fitch Co. 
Harvel Watch Co. 
Kellogg .Co. 

Knox Co. 

Lever Brothers Co. 
Lyon Van & Storage Co. 
Manhattan Soap Co.. Inc. 
Mutual Benefit Health & Acci- 
dent Assn. 
National Dairy Products Corp. 
Peter Paul. Inc. 
Radio Bible Class 
R. J. Reynolds Tobacco Co. 

Richfield OH Corp. of New York 
Standard Brands. Inc. 

Sterling Drug. Inc. 
Tillamook County Creamery 

John H. Woodbury. Inc. 

(Andrew. Jergens Co.). 

Foote, Cone & Belding 


Kenyon & Eckhardt CBS 

Young & Rubicam NBC 

Doherty. Clifford & Shenfield NBC 

Ted Bates NBC 

Sherman & Marquette NBC 

Ted Bates CBS 

C. L. Miller CBS 


L. W. Ramsey NBC 

A. W. Lewln ABC 

Kenyon & Eckhardt MBS 


Robert B. Raisbeck ABC 

Ruthrauff & Ryan 
Duane Jones 
Arthur Meyerhoff 

McKee & Albright 

Brisacher, Van Norden & Staff CBS 

Erwln. Wasey 

William Esty 

J. Walter Thompson 

Dancer-Fitzgerald -Sample 
Botsford, Constantine & 

Robert W. Orr 













11 Pacific 








12 Pacific 
















7 Pacific 




Jack Benny, Sun 7-7:30 pm; Dec 29; 13 weeks (automatic 

Count v Fair, Sat 1 :30-2 pm; Dec 7; 52 weeks 
Duffy's Tavern, Wed 9-9:30 pm; Dec 25; 52 weeks 
Mr. District Attorney, Wed 9-30-10 pm; Dec 25; 52 weeks 
Can You Top This?, Sat 9:30-10 pm; Jan 4; 52 weeks 
Judy Canova Show. Sat 10-10:30 pm; Jan 4; 52 weeks 1 * 
Colgate Sports Newsrcel, Frl 10:30-10:45 pm; Jan 3; 52 

Grand Slam. MTWTF 11:30-11:45 am; Nov 25; 52 weeks 
Warren Sweeney — News, Sat & Sun 11-11:05 am; Dec 28; 

52 weeks 
Cavalcade of America. Mon 8-8:30 pm; Dec 23; 52 weeks 

Fitch Bandwagon. Sun 7:30-8 pm; Dec 29; 52 weeks 
It's Harvel Music Time. Sun 1-1:15 pm; Dec 15; 52 weeks 
Superman. MTWTF 5:15-5:30 pm; Dec 30; 52 weeks 
Hollywood Story, Galen Drake, MTWTF 11:30-11:45 am; 

Dec 30* 52 weeks 
Breakfast in Hollywood .'MTWTF 11:15-11 :30jam; Dec 30; 

52 weeks 
Danger. Dr. Danfield, Sun 3-3:30 pm; contract extended 

to 52 weeks (original was from Sep 8 to Mar 2) 
Amos 'n' Andy, Tues 9-9:30 pm; 52 weeks 
Meet the Missus. Thur 2:30-2:45 pst; Dec 5; 52 weeks 
Evelyn Winters. MTWTF 10:30-10:45 am; Nov 18; 52 weeks 
Gabriel Heatter. Sun 10-10:30 pm; Jan 12; 52 weeks 

lack Halev-Eve Ard<-n. Thurs 9:30-10 pm; Jan 7; 52 weeks 
Bob Garro'd— News. TTS 7.-30-7:45 am pst ; Nov 12; 52 weeks 
Radio Bible Class. Sun 10-10:30 am; Dec 29; 52 weeks 
\bbott & Costello Show. Thur 10-10:30 pm; 52 weeks 
Crand Ole Opry. Sat 10:30-11 pm; 52 weeks 
Arthur Hale. TTh 7:30-7:45 pm; Dec 31; 52 weeks 
One Man's Familv, Sun 3:30-4 pm; Jan 5; 52 weaks 
Fred Allen Show, Sun 8:30-9 pm; J n 5; 52 weeks 
Bergen and McCarthy. Sun 8-8:31 ^m; Jan 5; 52 weeks 
Bride ar.d Groom. MTWTF 2:30-3 pm; Jan 6; 52 weeks 
Bennle Walker's Tillamook Kitchen. Frl 9:45-10 am psr; 

Dec 7 ; 52 weeks 
Walter Winchell. Sun 9-9:15*pm; Dec'll; 53 weeks 
I ouella'Parsons Show. Sun 9:15-9 30 pm ;T)ec 1 1 ; 53 weeks 


A cut a*u£ Renewed, Oh. < Jele4u44X^t 




PROGRAM (time, start, duration) 

Atlantic Refining Co. 
Hi rdin Co. 
Bristol-Myers Co. 

Elgin Watch Co. 

Culf Oil Co. 

Soars. Roebuck & Co. 
Standard Oil Co. of New 

N. W. Ayer & Son Inc. 
Young & Rtihicam 
Young & Rublcam 

J. Walter Thompson 

Young & Rubicam 

Benjamin Eshleman 
Marschalk & Pratt 

•Previously sustaining. 

WPTZ Philadelphia (Phllco) 
WNBT New York (NBC) 
WPTZ Philadelphia (PhUco); 

NBC account 
WBKB Chicago (Balaban & 

WNBT New York (NBC) 

WPTZ Philadelphia (Phllco) 
WNBT New York (NBC); 
H P 1 / Philadelphia (Phllco); 
NBC account 

Basketball, Wed and Sat nights; Dec 21— March 15 (new) 
I Love to Eat. Frl 8:30-8:45 pm; Dec 13; 13 weeks (renew) 
The Brlstal-Myers Show Tele-Varieties (replaces Geo- 

graphlcally Speaking). Sun 8:15-8:30 pm; Dec 8;<13 

Time spots (1 mln). Sun 8:30 and 10:30 pm; Nov 24-Feb 

23. 1947 (new) 
You Are an Artist,* Thurs 9-9:10 pm; Dec 12; 13 weeks 

Matinee for Youth, Fri aft (children's show — new) 
Y'our Esso Television Reporter (newsreel), Mon 7:50-8 pm: 

Dec 9; 52 weeks 

Aecu Aywtcy /IpypxUnitne^iti 


PRODUCT (or scivicc) 


New York . . Furniture Moss & Arnold. New York 

Furs Alaska Advertising. Anchorage 

Radio Supply, Inc., Anchorage Radio, electronic equipment Alaska Advertising. Anchorage 

ood Corp. of America, New York Food products J. C. Proctor. New York 

m Home Foods, Inc., New York G. Washington Coffee W. Earl Bothwell. New York 

Pancake syrup Rldgway, St. Louis 

Admiral Chrome Furniture Co. 

Alaska Fur Factory, Anchorage 

Alaska Radio 

Allied Food 


American Syrup & Sorghum Co., St. Louis 

Anderson's Ready- to-Serve Frozan Foods, Buellton, 

Calif. Creen split-pea soup Makellm. Hollywood 

Apex Foot Health Products Co.. New York .Arch supporters F . rank Klernan Ni» Virk 

Apex Products Corp., New York Novelties, toys Booth. \ ickery & Schwinn. New York 

Apparel, Inc.. Mebane, N. C Children's dresses Houck. Roanoke. Va. 

Fred Astalre Dance Studios Corp., New York Dancing instruction J. Walter Thompson New York 

Audio Devices. Inc., New York Recording blanks, master disks Booth. \ ickery &. Schwinn. NOT lork 

Barbara-Joan Togs. New York Teen-age apparel Moss & Arnold, New York 

W. F. Barton & Son, Oakland, Calif Hatchery equipment manufacturers' -__-.._-. J ,. ,„ 

agent Ad Fried. Oakland. Calif. 

Beleganti. Inc.. New York Women's shoes Norman D. Waters. New York 

Bellevue-Stratford Hotel, Philadelphia Hotel Abner J. Gelula Philadelphia 

Casa Manana Corp., Los Angeles Ballroom Tullls. Los Angeles 

Cleveland-Sandusky Brewing Corp., Cleveland Beer and ale H. Grlder Cleveland 

Coburn Farm Products Corp., New York Butter and eggs Modern Merchandising Bureau 

Croft Brewing Co.. Boston Beer 5*22 £• Loudon - B "l\" n . . u , 

Dand S Sales Co.. Philadelphia (mailorder) General merchandise \ ldeor Enterprises. Philadelphia 

Amelia Earhart Luggage. Newark, N.J Luggage Al Paul Lefton. New York**, 

Farmer Tarleton's Turkey Ranch, Pike, N. H Turkeys V7 in * Da *! s - N ,<: w ^ ork . 

Anne Farrell. New York Toys '''" dsa , y ' , N< ? Ha u ve "u ^""v l. 

Fueloil and Oil Heating Council. New York Heating and fuel oil S. Frederic Auerbach. New York 

Gallowhur Chemical Corp., New York Insect repellent Buchanan & Co New York 

claddings Dept. Store, Providence General merchandise Spadea. New York 

Glass Craftsmen, Los Angeles Plastic novelties Jere Bayard. Los Angeles 

B. F. Goodrich (Shoe Products Dlv.). Akron Shoe products Griswold- Eshleman. Cleveland 3 

Walter A. Hewitt Candy Co., Los Angeles Candy Davis & Beaven Los Angeles ^ 

Kent Luggage, Inc., New York Luggage Arnold Cohan. New Y ork 

Kerr Glass Mfg. Corp., Santa Ana. Calif Class jars Dan B Miner. Los Angeles] 

Koral Labs.. Inc.. Mt. Vernon, N. Y Toothpaste L H. Hartmari. New York 

Lander Co.. Inc.. New York Toiletries Relss Advertising. New York 

Joseph Magnin Co.. San Francisco Women's apparel Harrington & Buckley San Francis*.. 

Mastro Plastics Corp.. New York.... Clothespins H- B. LeQuafte. New Y ork 

McFarlane Wholesale Meat Co., Salt Lake City Meat Cooper & Crowe. Salt Lake City 

Miami Air Commuters. Buffalo Transportation Ellis Advertising. Buffalo 

Minerva Corp. of America. New York Radio sets Herbert Chason Co Nov. Y ork 

Mvrtlc Sportswear. Inc.. New York Slacks and skirts Lew Kashuk. New Y ork 

Philip Morris* Co.. Ltd., Inc., New York . Bond Street. Revelation smoking 

tobaccos Cecil & Presbrey. New Y ork 

Muscle-Rub Co., Philadelphia Liniment Jasper. Lynch & Fishel New York 

National Superior Fi.r Dressing & Dyeing Co., Chicago Fur dressing and dyeing Kimner & Kuttner. Chicago 

Natalie Nicoll. San Fr : clsco Women*! clothes Abbott Kimball. San Francis 

New York 


( Pli a r turn In pnyr ', ',) 

Radio has been ribbed by experts before. Was Wagner, vice president of 
Olian Advertising Company, has a better background than^most. He takes 
it as well as gives it. His "vVhiti-i-i — best nickei candy there ii-z-il", 
'Atlas Prager — jot it? Adas Prager — get it!", and Paradise Wine Song 
are among the most-ribbed (and resultful) radio commercials on record 

Hap/.v New Year, a bright new show 

For all the Jolts in radio. 

Off with the old, on with the new, 

That's the timely thing to do: 


Edgar Bergen. Fred Allen, Jack 
Benny, Fibber McGee and Molly, 
Bob Hope. Eddie Cantor. Walter 
Winchell . . . 


Edgar Bergen, Fred Allen, Jack 
Benny. Fibber McGee and Molly, 
Bob Hope, Eddie Cantor, Walter 
Winchell . . 

"What's Wrong with Radio?" The 
discussions on that subject still go 
on, and on and on. 

So leave us call upon our muse to 
muse about it. 

"What Is Wrong W ith Radio?" 
What is wrong with radio? 

The critics mull this question. 
Many say the status quo 

Augments their indigestion. 

What is wrong with radio? 

We crudely answer "Nultin"-— 
Because if youse don't like the show 

Just switch a little button. 

So don't lake radio to task, 

Withhold your harsh decision — ■ 

Besides, it's almost time to ask 
"What's wrong with television!" 

According to the crickets, the 
troubles with radio are: the com- 
mercials, the singing spots, the soap 
operas, the whodunits, the corny 
gags, and in general, anything the 
public likes and everything that 
makes radio pay off for the sponsor. 
Ho, hum, let's have another con- 
gressional investigation. 

After the experts get through dis- 
secting the ills of radio, we suggest 
they start on the subject "What's 
Wrong with People?" 

'Twas the night before Christmas 
and all through the house, 

Not a creature was stirring, not 
even a mouse, 

But oh, the radio, oh, them Jingle 
Bells, that Winter Wonderland, 
that While Christmas, that 
Santa Clans Is Coming to Town 
in every kind of musical con- 


The other night we attended a 
Sinatra broadcast from which all 
those under 21 years of age were 
barred. Now, we've been over 21 
for some little spell, but as we en- 
tered that radio theater, our steps 
faltered, our shoulders drooped, and 
we felt like Old Father Time him- 
self. We noticed a few youngsters 
in the audience, but they probably 
got by the Age Inspectors at the 
door because their worried looks 
belied their youth. 

A Song For 

Gone are the days when my fans were 
young and gay. 

Gone are the swoons, tin fainting 
dead away. 

They made me rich, well-heeled with 
golden rocks. 

And though they're gone, they're not 
forgotten, bobby sox! 

I'm croonin', no swoonin' . and my 
head is bending low. 

I hear them screamin in my dream- 
in , no, Frank, no' 

And so to {each and all of you, a 

happy forty-seven. 
May you enjoy upon this earth the 

things that you call heaven. 
May talent options all be picked up, 
Sponsors' programs all be slicked up, 
Sales and profits all be pushed up, 
Ranting haters all be shooshed up. 


for the 





It's taken a heap of mass selling 
to build General Mills into one 
of the great food companies of the 
world and to place its products 
high on the shopping lists of millions 
of housewives. 

For the past fifteen years, Amer- 
ican BroadcastingCompany facilities 
have been used to mass sell General 
Mills products by radio to the fami- 
lies of the nation. 

Today General Mills sponsors 
three complete weekday programs 

on ABC. Convinced beyond doubt 
of the effect that advertising over 
ABC has on national sales, General 
Mills renewed all three programs for 
another full year. 

If you have a product you'd like 
to sell to more people from coast 

to coast — whether it's a cigarette, 
a car or a coughdrop — why not fol- 
low the example of General Mills 
and other leading American manu- 
facturers — and ship it to market 
via ABC, America's mass selling 
medium ? 

NEWS: U.S. food advertisers now invest more of their advertising dollars 
in the American Broadcasting Company than in any other 

American Broadcasting Company 




Vol. 1 No. 3 

January 1947 

% ' 



• -J » 

| Ii WAX 


Johnson's Wax 

Brand A 

. . an industry now 

Fibber McGee and Molly built it 


CLEOPATRA started it . . . selling wax. But it 
took centuries for the birth of wax as an industry. 
While there may be some who question that S. C. 
Johnson founded the U. S. wax industry in 1880, there are 
none who can prove it was a real business before that time 
. . . and if Johnson didn't start it, one of his now lesser 
competitors! did at about the same time. Prior to Johnson 

Brand B 



Brand C 


Brand D 


Brand E 


Brand F 


Brand G 


Brand H 


All Others 

(.•;kI) Furniture company made its own wax and most fre- 
qi entlj it had a beeswax base. Tins was almost identical 
with what ( leops tra used on the Nile. 

Wax is a preservative. During the war practically all ma- 
chinery sent overseas was wax coated for protection. And 
today plenty of fruit is being coated with a special wax 
to assist in keeping its natural freshness. 

Johnson Wax is not beeswax, although it is a "true wax." 
It comes from the tarnauha palm, which grows in northeast 
Brazil. (During the war synthetic waxes had to be developed 
due to the inability to transport the raw material from South 
America, but most producers of commercial waxes have 
gone back to natural bases now.) 

In 1 Q 30 Johnson, looking for new worlds to conquer, 
started eyeing broadcasting. It didn't know how radio would 
-ill a service type of product and it stepped into the water 
very hesitantly. It bought lid Weems and his orchestra 
and started selling wax on a few stations. Nothing much 
happened and the agency, Needham, Louis & Brorby, tried 
a second time with Tony Wons and his House by the Side 
of the Road. Tony had a great following and the Sunday 
afternoon show did sell some wax, but there was no click. 

Radio, Johnson officials decided at about this time 1 1935 
could sell plenty of wax and they wanted to do a real job. 
They traveled to New York, heard over 75 auditions, and 
went back to Chicago (where the agency home office is still 
located) without a program. As a last resort some agent in 
the Windy City suggested that they listen to a small-town 
vaudeville team. Jim and Marian Jordan, who had been on 
radio station WMAQ for seven long years sustaining, 
the last four years in a five'a-week serial called Smackout. 
the Crossroad Store of the Air. The serial was written by a 
frustrated cartoonist, Don Quinn, who still writes their 
material. Phil Leslie helps with the scribbling these days. 
Jim Jordan played a small town Baron Munchausen who 
told the tallest stories in the corn country and Marian played 
the wife constantly called upon to be his buffer. 

There was plenty wrong with the program from the Johnson 
point of view but Jack Louis, agency contact for Johnson 
i he's married into the business also since Mrs. Louis was Miss 
Johnson), and Bill Connolly, Johnson advertising manager, 
felt that they had found the basic ingredients for a successful 
show that would reach Johnson Wax sales prospects. Jack Louis 
bought Jim and Marian Jordan and Don Quinn and they 
started to build a program. The program in name and 
content belonged to Johnson Wax and for years it was the 
least costly of any top-ranking show on the air. Louis 
named th- program. Fibber McGee and Molly, although he 
states that any one of a hundred other names would have 
been just as successful. Louis and Connolly lived with the 
program for years from its first Johnson airing in 1935 on a 
Blue network ol 2d stations. 

Jim and Marian in their first broadcast serial, Smackout, 
played all the characters on the show. That wasn't carried 
o\cr to Fibber McGee and Molly, which instead started out to 
build a number of subsidiary characters although Marian 
still plays "little girl" today . One of these char.: 
Gildersleeve, has branched out with a program that rates 

(Upper left) Ted Weems and orchestra were first on air for Johnson 
(Middle left) Tony Wons (learning Italian) did wax selling too 
(Bottom left) The Jordans, smalltown duo, became Fibber and Molly 



much higher (15.6, November 30, 1946, Hooper) tliiin Fibber 
and Molly did after 15 months on the air, 7.0. 

At the start everyone had a hand in Fibber McGcc and 
Molly. Agency employees were offered $25 and $50 for an 
idea, and the office boy and office porter increased their 
earnings by submitting plot ideas that were used. Ad-man 
Connolly and agency-man Louis rode herd on every episode 
and watched the listening grow. By April, 1937, the rating 
thermometer said 12.8. In 1944 it hit a 30.4 which made 
Fibber and Molly the highest rated comedy team on the air. 

Not only did Fibber McGee and Molly become the highest 
rated comedy team on the air, but they proved that putting 
comedy shows back to back builds audiences. For years radio 
had thought that no evening was complete unless there was 
some music, some drama, and some variety shows on a station. 
With Fibber McGee and Molly followed by Bob Hope sponsors 
discovered (later CBS proved it with listener diary research 
studies) that mood sequences, such as a parade of variety 
shows, a group of comedy shows, or a chain of dramas, helped 
each show in the sequence. Year after year Hope and the 
McGees trade firsts in ratings all through the season. Now 
also Red Skelton profits from following Hope, although Red 
is on the air at a time, 10:30-11 p.m. est, that supposedly 
doesn't have top listening. Fibber and Hope also prove that 
any night that has top programs is a top listening night. 
Early in broadcasting Friday night (the evening before pay- 
day) was the most desired. Then Thursday with a host of 
top shows, including Bing Crosby's Kraft Music Hall, became 
the night. Now it's Tuesday for comedy shows (NBC), 
Monday for dramas (CBS), and Sunday for variety programs 
(NBC). No one program could have made these top listening 
nights — it's the combination of programs in the same mood 
placed back to back on the air. Likewise a successful program 
is not the result of any single creative talent; it's a chain of 
such talents. 

Fibber McGee and Molly, as the Jordans and writer Quinn 
will be the first to admit, resulted from the labor of love that 
Louis, Connolly, and many other agency and client staffers 
put into the program. However some four years ago S. C. 
Johnson and Son, being the type of organization that it is, 
presented to the Jordans all rights to the name Fibber 
McGee and Molly and for the first time since 1935 the Jordans 

Sound man's delight, closet of junk that crashes with every opening, 
is one of many trade-marks that have built Fibber McGee and Molly 

Don Quinn, who scripts Fibber McGee, explains to Molly one of his 
gags — a self-explainer for a guy with a broken arm and a tired tongue 

A production get-together with Bill Connolly, Johnson ad-manager, 
conferring with Frank Pittman, producer, and Jack Louis, agency exec 



ADDITION to Johnton't F.bber McC««" radio *nd 
national mjgjune advertising to put o»ir the 0( 

tober Johnton't W*i Promotion to your customer*' 
Big food page *di in th« IocjI ncwtpjptn will 
sell Johnson's Wii to your customers throughout 
the month of October . . . ids your customer! will 
icr while making up the week end shopping hit' 

This additional newipjper advertising blankets 
your trading area. . . every Thursday night . . . local 
ning Johnson's Fibber McGee and magann* ad- 
vertising behind 


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Publication advertising consistently headlines Johnson Wax's radio 
couple — not to plug broadcasting but because Fibber McGee and 
Molly stop page-turners and increase reader attention as high as 50 c /c 

owned themselves. Long before that they had fallen in love 
with California while out there doing a number of special 
broadcasts and moved to the Pacific Coast. The characters 
were so well set before they switched that it mattered not 
where they broadcast from, they'd be the same; Jack Louis 
and Bill Connolly had established with Quinn and everyone 
the Fibber McGee and Molly pattern. 

Johnson Wax had built a program which in turn had built 
its sponsor into a corporation with branches around the 
world, with a factory that rated an entire section of Fortune 
magazine, that is selling more than 50 per cent of all the wax 
sold in America. 

They had also built a salesman beyond compare, Harlow 
Wilcox ... a salesman whose air spieling has endeared 
him to all who dial Fibber McGee and Molly. Wilcox never 
kids the product or the sponsor. His opening and closing 
commercials are straight yet they're listened to as faithfully 
as the program itself. Even in the middle, the integrated 
commercial, Wilcox doesn't kid sponsor or Johnson Wax, 
the laughs are at the salesman himself, not at what he's 
selling. When Fibber tries to belittle what the selling has 
to say, with "We know all about that ." surveys prove 

that the dialers are with Wilcox not with McGee. The 
commercial identification of the show is 74. S with only 0.4 
of a per cent of the listeners getting the sponsor's name in- 
correct. Only Take It or Leave It with Phil Baker selling 
Eversharp every minute, Bob Hawk, selling Camels for R. 
|. Reynolds Tobacco Company, and Lux Radio Theater, 
with the product name in the program title, have higher 
sponsor recognition, the former with a 78.9, Hawk with 
an Si, and Lux with an SS.7. 





M c Gee a^ Molly 




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In spite of the tremendous following created by Fibber 
McGee and Molly for Johnson Wax in all its forms, and in 
spite of the 50 per cent of the total wax sales, there's still 
plenty of competition. Johnson salesmen are not order takers. 
Simoniz, for instance, is real competition for Johnson's Carnu 
— in fact waxing of cars was called simonizing long before 
Carnu was a real factor in car care. 

Fibber McGee and Molly are more than the air program 
despite the fact that they've been used for personal appear- 
ances practically not at all. Johnson brass feels that adver- 
tising should advertise and that the salesmen should sell. 
In fact advertising manager Connolly can recall only twice 
that Mr. and Mrs. Jordan have tied up with sales promotion. 
That was some years ago in a closed circuit sales meeting 
and this year when they visited Racine, Wisconsin, for the 
60th Anniversary of the Johnson organization's founding. 
But the duo are in every piece of Johnson advertising that's 
printed. Often, as in the case of the black-and-white October 
schedule, they headline the copy (above) with a typical 
Fibber McGee and Molly crack, and when Johnson Wax goes 
into comic strip stuff (page 16) it's the air characters who 
inhabit the panels. Floor and shelf displays which Johnson 
uses to implement the air advertising use pictures of Fibber 
and Molly practically all the time. Yet despite the all-over 
use of Fibber and Molly, the consumer seldom calls for 
Fibber Wax. 

Because some broadcasters feel that Fibber McGee and 
Molly is a low-cost show now, it's well to establish the fact 
that it isn't — except in the cost per dollar of sales. In other 
words, building your own show saves money on the way up 
to the top and saves money even when you're there, but it 


can't keep the program at its low starting cost. As the show 
grows in popularity the cast and writers have to be recom- 
pensed accordingly. Although the program costs less than 
half as much as a Bing Crosby or Bob Hope airing, it isn't 
the less-than-$4,000 package that it was when it started. 
The last step-up has put Fibber McGee and Molly in the 
$12,000-plus class, more than three times what it cost right 
after it had been on the air two years. 

Johnson Wax will be spending $900,000 for radio this year 
and around $600,000 for printed advertising In trying to 
impress grocers that they ought to place emphasis on their 
wax merchandising, Johnson points out that twice as many 
consumer dollars are spent for wax as, for example, cleansers, 
with the dealer profit margin on wax far greater than on 
cleansers. Johnson's yearly statement also indicates that 
there's a greater manufacturing profit margin per dollar on 
wax than there is on cleansers — about 35 per cent more if 
B. T. Babbitt (leader in the cleanser field) figures are used for 
comparison. It's therefore interesting to point out that 
Johnson will be spending some $300,000 less in advertising in 
1947 than Bab-0 will (see November Sponsor \ 

Fibber and Molly's broadcasts haven't sold only Johnson 
Wax, as a matter of record they've sold everybody's wax. 
The wax industry itself has tripled in the last six years and 
while Johnson sells almost five times as much wax as the 
next highest selling brand, that brand is selling more, in 
dollar volume, than it did six years ago. Like many other 
firms that are leaders in their industries Johnson Wax has 
helped carry its brothers' burden. Ninety-one out of every 
100 families use wax in their homes today. That's a great 
accomplishment. Less than 10 years ago the figure was half 


Functional Johnson Wax administration bulletins which broadcasting helped to build is as dramatic as Fibber McGee and Molly are amusing 

of this. The fine selling job has also created a new problem 
since the only way that the wax business can grow now is 
through increased and diversified use, not through new 
customers. Johnson realizes this and is putting a sizable 
slice of its net income back into research. From this research 
department came Drax (an unappealing trade name if there 
ever was one), water repellent with which more and more 
fabrics are being coated. Plans are in the works to market 
Drax via Fibber to the public but full production is tied up 
by fabric processors for the next six months. From new prod- 
ucts will come change of copy for Fibber McGee and Molly's 
Wilcox to sell. The wax industry expects that. 

And while the program formula seems casual, it isn't. 
Actually it's blueprinted second by second, line by line. 
No other situation comedy would have dared to drop a 
quartet like the Kings Men singing songs for no good reason 
righl in the middle of sequences. It's unorthodox program 
building but it's Fibber McGee and Molly. Don Quinn, who 
has built the entire 7" Wistful Vista menage, bases all his 
plot sequences on the collar button formula — "man has 
collar button, man loses collar button, woman finds collar 
button, man gets collar button and the 'I told you so'." 
That's a twist on the Hollywood hoy-meets-girl formula and 
it works. Practically any Fibber McGee airing can be re- 
duced to this I, 2. J, and 4. It is the exception that proves 

the rule (see Ten Commandments for Comedy, page 29- that 
situation and gag comedy can't be mixed successfully. 

It's moved a long way from the tall-story teller that Jim 
Jordan was in Smackout. Fibber doesn't spin tall tales 
although losing that collar button does get him more involved 
than his tall tales did . . . and it always takes Molly to 
get him out of the collar-buttonless condition he finds himself 
in just before the final commercial. 

The Johnson air success story reverses most others. When 
an advertising manager or agency man says that he's too busy 
to spend the time to build a program and watch over it. it's 
remarkable that he doesn't trip over Mayor La Trivia.* 

One factor must not be discounted in weighing the Johnson 
air success. Jack Louis and H. F. Johnson are not Johnny- 
Come-Latelies. They think of tomorrow as part of today. 
The agency staff members are not pressure operators. The 
Johnson executives have been with their organization most 
of their business lives; Bill Connolly is in the 20 year club 
as are the salesmanager and most of the other executive^ It 
helps long term thinking not to have a swordpoised overhead. 

Building a show. Fibber McGee and Molly, built a business, 
S. C. Johnson, and an industry, WAX and there 

have never been any "ready-made" shows like F. M. & M. 

* \ Don Quinn-FiM>fr M, Get an./ Molly character who really sti 
nothing trivial. 




... what they say ahoiil 



Chicago speech (before the NAB), 
'focussed attention on what he 
asserts is the rising tide of public aver- 
sion to radio commercials, and asked the 
industry to take steps to change the con- 
d it ion. 

He pointed out that when a commercial 
arouses antagonism it is directed against 
"radio," not against the sponsor. This 
could lead some advertisers to the con' 
elusion that maintaining satisfactory 
public and governmental attitudes to- 
ward broadcasting is the broadcaster's 
problem. But American broadcasting is 
an organization of three interdependent 
parts: public, advertisers, and broad' 
casters. This organization operates 
against a background (but not very far 
back) of government. 

In any organization a threat to, or 
sickness in, one of the interdependent 
parts is a threat to the effectiveness and 
existence of the whole. The bell tolls not 
for the broadcaster, but for the organiza- 
tion: public, advertiser, broadcaster 
The sponsor's interest in improving the 
situation must inevitably be quite as 
great as that of the broadcaster. The 
solution of the problem will probably 
require both to sacrifice certain rights 

and advantages that they have exercised 
in the past. 

In approaching the problem of build- 
ing better public acceptance of com- 
mercials, the industry must first recog- 
nize its own abysmal ignorance. Here 
are a few of the things we do not know: 

1 . What parts of the public have 
become disturbed over commer- 

2. What part does the number of 
commercials play? 

3 . How do spot commercials affect the 

4 . What percentage of commercials is 
judged by listeners to be disgusting 
or in bad taste? 

5 . How does length of commercials 
influence antagonism? 

6. Are any of the above important 
causes of whatever aversion to 
commercials exists? 

7. Is the public aversion to commer- 
cials increasing, decreasing, or re- 
maining at about a constant level? 

To cap our ignorance of the causes of 
listeners' antagonism, it is necessary to 
ask only one other question: 

With what validity can people report 
the causes of their emotions? 

Anyone who has worked with mass 

resentments knows the answer to this 
one. Causes of emotions and the forms 
in which they are manifested are sepa- 
rate and distinct. 

So in the reports of listeners we must 
go beyond the charges which manifest 
their emotions. When tFVey say there are 
"too many commercials," this does not 
necessarily mean that number is actually 
the source of difficulty. Under some 
conditions, one a day may be too many. 
The words "disgusting" and "bad taste" 
inflate the ego. Through them one 
asserts that he is of that high caste which 
is capable of deciding what is and what is 
not "good taste." 

Possibly all the conditions which are 
reported by listeners to be the causes of 
their emotion may contribute in some 
part to its development; but it would 
be well to look elsewhere for the basic 
causes — to examine the structure of 
commercial broadcasting in the light of 
human tendencies to become emotional. 

The fundamental cause of anger, 
observable in a new-born baby, is inter- 
ference with activity in progress. If you 
prevent the baby from moving its arm 
or leg by holding it, he explodes into a 
display of wrath. Call it frustration or 
(Please turn to page 39) 













20m i 

25 mi 































i Indicates commercial announcement 

*When program followed Edgar Bergen. 



HUCHIMG the 9 *e. 

'Middli Masses" 

Talent exceeds lime cosl but 
Sari *n Klmer stands aeiri ti*si 
- - il Nells Ifteerwoml Coffee 

TJ UCKSHOT just won't do the job. To 
|j sell the "middle masses," a program 
must be aimed directly at them and 
must sell a single product. 

Although participation in home economics 
airings are consistently successful, they are 
the buckshot type of programing, spraying 
their advertising attack over a broad ex- 
panse. It's true that hundreds of these 
shows sell millions of dollars worth of prod- 
ucts each year. It's the belief of most 
merchandisers nevertheless that participat- 
ing announcements do only an immediate 
selling job without creating brand iiarm 
acceptance. This attitude is, to say the 
least, debatable and w ah a drop of the hat 
Mother Parker (Food Fare, WEEI, Bos 
ton., Martha Dean WORi, New York . 
Ana Sterling (KOMO. Seattle, Wash. 
argue the point. And they're just thru <>i 

t hi hundreds of "or!-'' who conduct 

and home participating sessions whcrcvei 
- tdio is heard and who do a top-draw cr job 
of selling. I 

There is. hov. «.:, another kind of air 
selling that can't be- ignored -the kind of 

King that lenvi - a pleasant, lasting k , ::. 
aroma — not for the program alone but for 

roduct that sponsors it as well 
national way it's the feeling tha 
casiooed toward? Johnson Wax when Fibber 


l II J& kJ' 'lilt. 

but fo?tae 
ell. In a 

lat i> oc- 

McGet and Molly is mentioned, or toward 
1 luPont when Cavalcade oj Amt rica is talked 
about. It's not assayable in immediate 
-ali s alone and it produces sales frequently 
years alter a campaign is ended. It's like 
the continuous good-will produced by the 
floial-arrangement book and film built for 
Coca-Cola. Four years after the last adver- 
tisement on the booklet was published the 
Coca-Cola organization receives over 100,000 
requests for the booklet per year. 

It s tins feeling that can sell an entire line 
of products although the commercials men- 
tion only one. Normally this building of a 
program-product identification takes time. 
Nevertheless it has been known to have 
been achieved in 13 weeks when the thinking 
and the follow -through behind the program 
have been adult. An "over-night" job, 
but hardly typical, was accomplished by 
the Bluffton Grocery Company of Bluffton, 
Indiana, with a program called Sari 'n 
Elmer. Bluffton had been using Tin WOWO 
Home Forum Fort Wayne for a number of 
and had obtained "considerable re- 
sult? from participation, but only in relation 
to the money expended." It wanted to 
Spend more money to do a bigger and better 
job. Its problem was manifold. 1. It 

wanted to sell the great "middle mass 
2. It wanted direct results, results that 
would be apparent to the retailers to whom 
Bluffton sold. 3. It wanted a show that 
would compete with big network programs 
and shows that were being produced and 
transcribed locally with a sizeable budget. 
4. It wanted a show that would produce 
sales for its private brand. Deerwood, and at 
the same time not force the selling down 
listeners' throats. 

Since integrated commercials of nec< - 
had to be part of the selling that Bluffton 
wanted, it was practically impossible to find 
a daily transcribed show that met their 
needs. They auditioned news programs and 
news digests and although there was plenty 
of feeling in the Bluffton organization in 
favor of the news digest, which included 
entertainment as well as news, it was dis- 
carded from the available ideas becau- 
was felt that "it would not enjoy continuity 
and therefore would not build up a loyal 
listening audience that would stick Irom 
day to day throughout the week and y< . 

That left Bluffton nothing to do but 
produce their ow n program. They talked to 
a pair of characters who were working 
around WOWO but not together. Sh 


Wayne was playing in a number of shows 
and knew how to reach the "middle masses" 
since she had done it in the theater for years 
with Olsen and Johnson {Hellzapoppin 
She had a script (everyone in radio has one 
in his or her trunk) written around a rural 
general store but so corny that not even the 
most rural of Bluffton grocer customers 
could think the store was patterned after 
his. It took a little convincing of Bluffton 
merchandisers that the show wouldn't jump 
up and hit Bluffton products in the face 
rather than sell 'em, but in the end they 
were sold because the store was so old- 
fashioned and so far back in the dark 
general-store ages that it just couldn't be 
construed to be anything but what Bluffton 's 
merchandising manager calls "mythical " 

The other character at the station was 
Skeets Cross, comedian and ex-script writer 
for WOWO's Hoosier Hop. Skeets and 
Shirley worked up an audition script and 
called it Sari 'n Elmer. That was only the 
beginning. They had to do the program for 
not only Bluffton "brass" but for the entire 
Bluffton sales organization, and after they 
had sold both the boots and the brass, the 
script was sent to NBC in Chicago for 
checking. Bluffton knew what they liked 
but they weren't taking any chances, with- 
out a "big-time" okay. NBC's midwestern 
division liked the program . . . and so it was 
scheduled for 12:15 p.m. Monday through 
Friday on Westinghouse's WOWO. 

Bluffton didn't expect the program to take 
Foi t Wayne and its sales area by storm all by 
itself. Newspaper advertising on the pro- 
gram was scheduled (below) and spot an- 
nouncements were placed on WOWO both 
on the Home Forum program, on which 
Bluffton was discontinuing its participation, 
and scattered throughout the program day. 
Window streamers and store cards were sent 
to retailer customers to sell the program. 

(Please turn to page 45) 

Window display that ties in all Deerwood products to coffee. (Below) Typical advertisem 




most of it goes unanswered 

TWO-THIRDS of the program 
mail ol radio's biggest buyer of 
airtime is tied into big bundles 
and warehoused, unanswered, to gather 
dust for five years. Yes, Procter and 
Gamble is currently satisfied to answer 
just one out of every three letters that 
come to its 29 programs. The only lis- 
teners who rate answers are the gimme 
gang. If dialer-writers don't want some- 
thing, their letters are simply put through 
a routine of scanning and tabulation, then 
stored awa) . 
This is the sponsor who lays $15,000,- 

000 on dotted lines annually to bring his 
-.ales message to radio audience-' 

P. c\ G. spends thousands each year 


in doing a public relations job. Yet 
P. & G. has been content for the last 
five years to ride the crest of war-born 
high product demand, and wide turnover 
in listener and consumer groups. The 
big soap firm can show a rising sales curve 
and steady listening indices to disprove 
any charge of mishandling letters and 
losing listener interest. Nevertheless 
P. & G. officials are partially nullifying 
their public relations efforts by allowing 
listener frustrations to pile up in the un- 
answered two-thirds of the program mail. 
With the nation once more in a competi- 
tive dee economy, P. & G. and other 
sponsors with a laisse: faire attitude 
toward audience mail may well be riding 

for a listener fall when the backlog of 
annoyed-audience reaction piles up. 

Many advertisers who do answer mail 
feel their job is done when the mail is 
acknowledged by postcard or impersonal 
form letter. Smart-minded ad agenc) 
executives insist that this is only part ot 
the job. It is the exception rather than 
the rule for an advertiser to handle his 
audience mail to his own best advantagi 

Usually, the job falls to untrained 
typists and receptionists who have to 
decide whether the mail contains pub- 
licity, copy, radio, or promotional ideas, 
and whether or not a letter deserves an 
answer. The same advertisers, when 
(Please turn to page 49) 


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5 ,000 WATTS a. 





Blue Coal 
Balm Barr 
Carey Salt 

plenty of 

A laugh sinister . . . 

A corny slogan . . . 

That was The Shadow, when Street and 
Smith, publishers of pulp fiction, bought 
air time on CBS to sell their Defi 
Story magazine in 1931. 

The Shadow was just an mc dreamed 
up to give an extra touch of showmanship 
to a whodunit half hour. In no time flat 
"The Shadow knows " was on the 

lips of listeners and before the year was 
out the formula had beccme part of the 
Blue Coal Mystery Hour on CBS. A- 
much as anything else it was the super- 
lative acting of Frank Readick, who 
doubled as The Shadow and the leading 
character in the mystery play itself, that 
made dialers tune in the regular Sunday 
afternoon airing. They put a mask on 
him. dressed him in a long black hooded 
cape, and brought him up the service 



elevators at Columbia to give him mysti- 
glamour. Nobody "knew" who The 
Shadow was, and that mumbo-jumbo was 
continued for a long, long time. 

The D. L. and W. Coal Company, a 
subsidiary of the Glen Alden Coal Com- 
pany, tried out The Shadow to sell Blue 
Coal and then dropped him for a while. 
They played around with Peggy's Doctor, 
a daytime serial (MWF) on NBC, only 
to have it attain a less than 1 (CAB) 
rating. They tried Little Italy, another 
daytime serial, on CBS and sold no 
coal with it, and didn't do much better 
with Jack and Loretta Clemons on NBC 
in the morning. Even Phil Spitalny, 
before his all-girl Hour of Charm days, 
failed to reach Blue Coal prospects. It 
wasn't until they brought back The 
Shadow, by this time grown from the 
laugh and the slogan into a super-crook, 
that real radio success came to the first 
trade -marked coal in history. 

The Shadow had by now (1934) a maga- 
zine of its own, rushed out by Street and 
Smith because another publisher had the 
same idea. Until S. & S. had published 
a magazine by that title anyone could 
have lifted the name for his own publica- 
tion. Another actor, Jimmy La Curto, 


had stepped into Readick's shoes. The 
laugh and slogan were growing up. 

The partial network idea — Blue Coal 
was buying only New England and a 
number of eastern seaboard stations — 
became distasteful to CBS and the pro- 
gram moved to Mutual at the same time 
on Sunday afternoons. It was still on 
the air only for the fall and winter months 
and Ruthrauff and Ryan, who have been 
the advertising agency handling the 
D. L. &W. account since before the coal- 
with-the-blue-color idea was born, sold 
The Shadow for the summer of 1938 to 
B. F. Goodrich, with Orson Welles as 
The Shadow at $75 a week, for which 
Orson signed a photograph of himself 
"gratefully yours." Goodrich didn't 
do so well with Awesome Orson and The 
Shadow returned to seasonal operation. 
Blue Coal continued its sponsorship and 
began its phenomenal growth in the coal 
field, a field that has shrunk at almost the 
same pace that Blue Coal has grown. 
The Shadow of course only delivered the 
audience, and only with one or two cam- 
paigns has there been any association 
between program and commercial copy. 
One of these, however, was outstandingly 
successful — the "Don't Take Chances" 








campaign which logically tied into any 
mystery show and especially a crime 

thrilller. The second tie-in between 
program and commercial appeal, in 
printed media as well as on the air, was 

the "know the coal you buy" slogan. 
That was a natural tie-in with "The 
Shadow knows 

Concurrently with Blue Coal's spon- 
sorship of The Shadow, D. L. & W. de- 
veloped another fictional character who 
also has become very real on the air and 
in print. John Barclay, home heating 
authority, delivered his first closing 
commercial in 1935 and has been hand- 
ling the closing commercial all through 
these 1 1 years. He established a new 
tradition in the coal business, a tradition 
of service. He told listeners, for example, 
how to get more heat per ton of coal out 
of their furnaces. When a Blue Coal 
dealer sends a heating authority into the 
home to check equipment, he's a "John 
Barclay-trained heating expert." 

Barclay also has grown with the pro- 
gram. He was pictured in early adver- 
tising as a tired-looking "expert." This 
year he has had a glamorizing — he's a 
smart-looking, hard-hitting modern engi- 
neer and his voice has been given the 
same going-over that his pictures have. 

While the John Barclay" service type" 
of advertising is the regular closing com- 
mercial on The Shadow, opening sells the 
idea of trade-marked coal and the middle 
commercial is devoted to product sales. 
During the war the middle commercial 
sold conservation and at times made 
deep bows to the men who mine the coal. 
Especially was this true when the hard 
coal miners stayed on the job while the 
soft coal men walked. 

During the years that D. L. & W. have 
sponsored The Shadow, he has dropped 
his cloak of invisibility and Superman 
abilities. He has also ceased to be the 
supercrook and is now, at least impliedly. 
a strong arm on the side of the law. 

"Crime doesn't pay" and an en- 
tourage of assistants plus the girl friend, 
Margot, have been added to the story 
line. The character who climbed walls 
and ate bullets as he fought both crimi- 
nals and the law has been replaced with 
sort of a mass-appeal Thin Man. 

Down through the years as long as 
Mutual programs have been rated, the 
cloaked crook turned crime fighter has 
gathered ratings that would make many 

T\\eJ>ee& I 

D. L. & W. tried tear-jerker, "Peggy's Doctor, 

a nighttime-show sponsor purr. From 
1 Q 40 on the Hoopers run like this: 





January -February 



January -February 



January -February 



January- February 

16. S 


January -February 



January -February 

1 < 1 

In 1 Q 45 other sponsors, eyeing the job 
The Shadow was doing for Blue Coal, 

Plenty of "Shadow" promotion is used every year. There's window poster (top left), the 
advertisements in "Shadow Comics" (second from top), a new Shadow-Blue Coal blotter 
(third down). D. L. & W. has even patented a pencil and memo pad giveaway (bottom) 


blue coal' Radio Show ! ! ! 

"> nd that the tears wet Blue Coal without selling, despite fact that stars Rosalind Green, James Meighan, and Allan Joslyn were featured 

moved in and bought sections of the 
nation which were open for sponsorship. 
Their ratings show up like this: 





Blue Coal 


January- February 





while as 

1946 ended they were: 





Blue Coal 






The Shadow's story isn't alone the story 
of Street and Smith and the D. L. & W. 
Coal Company. It's the story of in- 

numerable local sponsors who have, from 
time to time, bought the show on et.'s. 
Back before actors or writers received 
anything extra if a show was recorded at 
the same time as it was being broadcast, 
Street & Smith had the program tran- 
scribed. These, along with other e.t.'s 
tied up with S. & S. magazines, Dr. 
Savage and Love Story, were distributed to 
stations without charge. In 1938 Charles 
Michelson of Michelson and Sternberg, 
exporters, bought 26 weeks of the records 
for Australia and the publishing firm 
came to the conclusion that maybe 

the disks could be sold- -and Michelson 
snagged himself a contract. He was to 
represent Street and Smith in the sale ot 
all air rights to The Shadow except the 
Blue Coal territory. 

Some of the stations who bought the 
e. t.'s at that time are still broadcasting 
the program. Among them are KTAR 
i Phoenix, Arizona) for Thomas Brothers, 
auto supplies; KTSM (El Paso, Texas) 
for Union Furniture; and WDNC (Dur- 
ham, North Carolina) for West Durham 
Lumber Company. 

Besides the transcribed version of the 



.im it was opened t«n sale on Mutual 
stations, and the hist to sponsoi The 
Shadow live on the network outside ol the 
East was ivt Milk on KIIJ (Don Lee in 
Los tageles (Then some sponsors 
bought tlu show regionally. There was 
a cand) companj that had it foi a while 
in the Northwest; Perm Furniture bought 
it in Altoona, Johnstown, and Lewiston, 
parts ol Pennsylvania that were soft 
coal-minded and therefore were not part 
ol Blue Coal's market. Grove Labora- 
tories bought The Shadow in eight mar- 
kets for its Cold Tablets in 1939 and this 
convinced it that it should buy all it could 
ol the program. Grove did its best 
regional job with The Shadow in 1945-46 
but had to drop the program due to 
problems within the Grove organization. 
When the problems had cleared, The 
Shadow had a new regional sponsor and 
Grove turned to other fields (mostly spot 

Before Grove Laboratories bought 
The Shadow Acme White Lead and Color 
Works bought a 50-station section of the 
Mutual network to reintroduce its Linex, 
a combination varnish-polish product 
which hadn't been ready when it was 
originally marketed and had flopped on 
its first presentation. Linex was nation- 
ally distributed and although The Shadow 

did a good job for Acme it wasn't avail 

able on a national basis. So Acme shitted 
to Nick ( 'arta another Street and Smith- 
inspired program i which didn't do as 
well for it. Nick Carter is sponsored by 
( )ld Dut( h Cleanser now. 

When Anne bowed out, Carey Salt 
bowed in. In the meantime Balm Barr 
had taken the Grove Laboratories 

stations; and the fall l'Mo line-up is 
Blue Coal, Balm Ban , and Carey Salt 
Carey, the midwest subsidiary of Inter- 
national Salt Company, has been worried 
ever) so often about the "blood and 
thunder'' of The Shadow, the executives 
being religious folk as are most of the 
residents of Hutchinson, Kansas. Three 
letters came in recently just three 
lamenting the effect of the program on 
the younger generation but before the 
Carey brass had many seconds in which 
to worry, Street and Smith promoted a 
letter from New York Police Com- 
missioner Wallender for the program 
commending its "crime doesn't pay" 
aspect and everyone breathed more 
easily in Hutchinson, Kansas. The 
Carey Salt commercial recently reminded 
all and sundry in the Middle West not to 
forget their financial pledges to the 
"Church Canvass." That too made 
Kansas happy. 

Despite any distaste for the crime 
element in The Shadow, Carey Salt 
doesn't hesitate to merchandise the 
program to the hilt. They've just com- 
pleted a "best letter'' contest which 
awarded a $100 men's and women's 
wrist watch weekly and have started a 
"Farm book" offer. Each of the 75 
Carey salesmen tarries a merchandising 
portfolio, patterned after the Blue Coal 
merchandising screen-like presentation. 
This folder is "sold" to every jobber 
salesman in the 22 states reached by 
The Shadow for Carey i map below). 
The "Shadow'' ring, the G-Man finger- 
print set, and the spatula-paring knife, 
which have been part of Carey-5/wdou' 
merchandising plans, are shelved for the 
time being. Material shortages and the 
heavily oversold condition of Carey's 
Hutchinson and Winnfield salt refineries 
are the dual reason for this. 

Carey business has increased fourfold 
in the last few years. The Shadow does 
the job for them because it reaches the 
entire family. That includes the farmer 
and Carey Salt is sold for farm uses 
practically as much as it's sold for table 
use in the Middle West. It includes ma 
and that's good for table salt business. 
Of course junior and sister are bonus 
(Please turn to page 50) 

The Carey Salt-Shadow network covers midwest and southern agricultural markets where Carey sells table salt and others used on the farm 





from Rebroadcasts 

do, thus duplicating the performance of 
the shows in the top third. There is an 
indication in this that listeners who want 
specific shows will listen at any time. 
The lowest third apparently is com- 
posed for the most part of shows that 
appeal to specific audiences, audiences 
that will listen — regardless. Typical of 
these programs is Policewoman with its 
6. 1 . Typical of the programs that repeat, 
but which theoretically wouldn't lose 
anything if they didn't, is Twenty Ques- 
tions, with a 4.7. 

The "repeat or not repeat" question 
cannot be determined on one survey. 
However, the amazingly higher ratings of 
the shows in the average group that re- 
broadcast for the Pacific Coast is proof 
positive that repeats are justified for these 
programs. The fact that the shows that 
go coast-to-coast with one miking in the 
top and bottom groups do better than 
the shows that repeat also means some- 
thing — that repeat performances aimed to 

hit both coasts at prime listening hours 
are expensive luxuries for them. 

This fact is made even more apparent 
ill the case of the Walter Winchell and 
Jack Benny airings, which not only do a 
repeat for the West Coast but also an 
heard on the Pacific with the first broad- 
cast, in the November 30 report from 
which the current "repeal study" 
was made, Winchell without the second 
broadcast rated 21.8 and with the- dual 
airing he hit just 22.7. That means that 
the second airing added only 0.9 to his 
listening index . . . and there's no 
proof that he wouldn't have had that 
0.9 on his first broadcast if listeners knew 
that the only time they could hear him 
was at that hour . . . certainly he'd 
have had some of it. 

In the case of Jack Benny, the pro- 
gram gained 2.2 points from its dual 
presentation, being upped from 25.7 to 

(Please turn to page 37) 

REPEAT broadcasts,* long a fetish 
with sponsors, who feel they de- 
liver bigger audiences, actually 
do deliver more listeners if the program is 
"average." If the program is a top- 
ranking commercial or falls within the 
lowest one-third in rating, repeat broad- 
casts mean less than nothing ... in 
size of audience. 

Actually, top programs without repeat 
airings rank 13.4 per cent higher than 
programs which spend money for late 
transmissions on the Pacific Coast. 
Typical of the programs without repeats 
is Kraft Music Hall which had a 14.3 
November 30 Hooperating. Just as 
typical of the programs with repeats is 
Blondie which had a 13.7 during the 
same rating period. Top programs 
("top third) ranged from 29.4 to 1 1.4. 

The "average" show, hanging in rating 
from 11.1 to 7.8, requires a repeat for the 
West Coast. Sponsor's check-up re- 
vealed that during the period covered 
the middle group of repeated shows ran 
63.2 per cent higher than the programs 
that tried to reach their maximum audi- 
ence with one coast-to-coast airing. 
Crime Doctor, heard in the East at 8:30 
p. m. est and in the West at 8 p. m. pst, 
rates 10.6, while Saturday Night Serenade, 
which is heard sans a repeat, rates an 8.2. 
In the lowest one-third, the shows that 
do not repeat for the West run 10.6 
per cent higher than the segments that 

*A "repeat broadcast" is a rebroadcast, for West 
Coast audiences, of a program heard earlier in the 
East and Middle West. 

The Ten Commandments tor domed)' 

by Ernest Walker 

Audience Response A nalyst 

1. Thou shalt not wait until quality and quantity weaknesses develop 
into habits. 

(A radio program does not fail in one broadcast. Its death is 
heralded long before its rating reaches zero.) 

2. Thou shalt not mix characterization, situation, and gags in undue pro- 

(The successful program producer predetermines the extent 
to which each of these three ingredients shall be used.) 

3. Thou shalt not expect funny lines to be written. 

(Lines only become funny when they arc delivered by an 

actor whose characterization has been so set that for him to 

deliver them makes them funny. 

4. Thou shalt not rush new characters into a program and expect belly 


(Ample time must be allowed in each program to establish 
in the listener's mind the characters who weren't there before.) 

5. Thou shalt not expect situation comedy without suspense. 

(// suspense is strong then the gag requirement is low (two 
to three laughs a minute). If a situation is weak (no sus- 
pense! then it's gag comedy and from three to five laughs a 
minute are required . 

6. Thou shalt not permit situation laughs to fall below 60 — 70* per cent 

of maximum volume. 

7. Thou shalt not permit gag comedians to sell their material at less than 
70 — 80* per cent of maximum response. 

8. Thou shalt not permit more than 12 seconds to lapse between gags, 
nor more than 22 seconds between situation laughs. 

9. Thou shalt not tread the dangerous ground of mixing situation and gag 

(Situation building requires time and alien gags are scattered 
in a situation, thus delaying suspense build-up, both situation 
and gags are frequently .' 
10. Thou shalt not forget to keep a running check on the auantity of com- 
edy in a program, the quality of the comedy, the performers' comedy 
ability, and the comedy timing. 

(No one thing constitutes the success in broadcasting. Es- 
pecially is this true in comedy.) 
*100 per cent is the maximum volume that can be recorded on 
the Walker or any other sound meter. 



Monthly Tabulation of Advertising by Categories 



American Oil Co., 

Atlantic Refining Co. 

Champion Spark Plug 
Co., Toledo 

Chrysler Corp. (De 
Soto Div.), Detroit 

Cities Service Co., 
New York 

Continental Oil Co., 
Ponca City, Okla. 

Electric Auto-Lite Co., 

Firestone Tire and 
Rubber Co., Akron 

Ford Motor Co., 
Dearborn, Mich. 

General Motors Corp., 

General Motors Corp. 

(Chevrolet Motor 

Div.), Detroit 

General Petroleum 

Corp. of Calif., 

Los Angeles 

Gulf Oil Corp., 

Hastings Mfg. Co., 
Hastings, Mich. 

International Har- 
vester Co., Chicago 

Pennzoil Co., 
Oil City, Pa. 


Joseph Katz, 

N. W. Ayer, 
New York 

MacManus, John and 
Adams, Detroit 

New York 

Foote, Cone and 
Bclding, New York 

Geyer, Cornell and 
Newell, New York 

Ruthrauff and Ryan, 
New York 

Sweeney and James, 

J. Walter Thompson, 
New York 

Kudner, New York 

New York 

Smith and Drum, 
Los Angeles 

Young and Rubicam, 
New York 


New York 

Fuller, Smith and 
Ross, Cleveland 


Amoco Gasoline, Oil 

Atlantic Gasoline Oil 

Champion Spark 

De Soto cars 

Cities Service Gasoline 
and Oil 

Conoco Gasoline, Oil 

Auto-Lite batteries, 
spark plugs 

Firestone Tires 



Chevrolet cars 

Mobilgas, oil 

Gulf Gasoline, Oil 

Casite, Hastings Piston 

International Harvesters, 
tractors, farm trucks 

Pennzoil Gasoline and 


Professor Quiz (ABC), Thur 7:30-8 
pm 86 stations 

College football (in season), 90 sta- 
tions in east, south, midwest 
Football telecasts (in season), WPTZ, 

Basketball telecasts WS nights WPTZ 

Champion Roll Call (ABC), Fri 955- 
10 pm 

Highways in Melody (NBC), Fri 830- 
9 pm, 72 stations 

Dick Haymes Show (CBS), Thurs 9- 
9:30 pm 

Voice of Firestone (NBC), Mon 8:30- 

9 pm 

Voice of Firestone Televues, WNBT, 

Mon 8:15-8:30 pm 

Ford Presents Dinah Shore (CBS), Wed 

9:30-10 pm 

Madison Square Garden Events, 

WCBS-TV, weekly 

Henry J. Taylor (MBS) and 11 inde- 
pendent stations, MF 7:30-7:45 pm 

Feature Films, WABD, Sun 8-9 pm 

Mobil Touchdown Tips (NBC), Mon 
6-6:30 pm pst, 7 Pacific stations 

We the People (CBS), Sun 10:30-11 pm 
CBS Television News, WCBS-TV, 

Thurs 8:15-8:30 pm 

I Deal in Crime (ABC), Sat 8:30-9 pm 

Michael Shayne (MBS), Tues 8-8:30 

pm, and Don Lee Network, Wed 7- 

7:30 pm pst 

Harvest of Stars (NBC), Sun 2:30-3 pm 

Half-hour e.t. programs, 17 stations in 
3 eastern states 

Local sports, one Miami 

National spot campaign, 
1 5 sec e.t.'s 

Newscasts, 2 stations 

Live spots and local 
programs 164 stations 

Spots, one station 


Phillips Petroleum Co., 
Bartlesville, Okla. 

Pure Oil Co., 

Richfield Oil Corp. 
Los Angeles 

Richfield Oil Corp. 
of N. Y. 

Shell Oil Co., Inc., 
(■lew York 

Sinclair Refining Co. 
New York 

Skelly Oil Co., 
Kansas City 

Socony-Vacuum Oil 
Co., Inc., New York 

Standard Oil Co. of 
Calif., San Francisco 

Standard Oil Co. 
(Ind.), Chicago 

Standard Oil Co. 
(N. J.), New York 

Sun Oil Co., 

Sunset Oil Co., 
Los Angeles 

The Texas Company, 
New York 

Tide Water Associ- 
ated Oil Co. (Eastern 
Div.), New York 

United States Rubber 
Co., New York 

Western Auto Supply 
Co., Kansas City 


|l_ambcrt and Feasley, 
New York 

Leo Burnett, 

Los Angeles 

New York 

J. Walter Thompson, 
New York 

New York 

Henri, Hurst and 
McDonald, Chicago 

New York 

San Francisco 


Marschalk and Pratt, 
New York 

Roche, Williams and 
Cleary, Philadelphia 

Breyer, Los Angeles 

New York 

Lennen and Mitchel 
New York 

New York 

Bruce B. Brewer, 
Kansas City 


Phillips "66" Gasoline 
and Oil 

Pure-Pep Gasoline, 
Tiolene Oil 

Richfield Gasoline, Oil 

Richfield Gasoline 

Shell Gasoline, Oils 

Sinclair Gasoline and 

Skelgas (gasoline) 
Mobilgas, oil 

Gasoline and oil 

Gasoline, Oil 
Esso Gasoline and Oil 

Blue Sunoco Gas, Oil 

Sunset Gasoline, Oil 

Texaco Products 

Tydol Gasoline, 
Veedol Oil 

U. S. Royal Tires, tire 
cords, tubes 

Accessories, Davis Tires 


Kaltenborn Edits the News (NBC), 
MTWTF 7:45-8 pm est, 34 stations 

Richfield Reporter (NBC), SMTWTF 

9:30-9:45, 10-10:15 pm pst, 14 

Pacific stations 

Arthur Hale (MBS), TThS 7:30-7:45 
pm, 40 stations 

Alex Dreier (NBC), MTWTFS 8-8:15 
am pst, 25 stations 

Victor Borge Show with Benny Good- 
man (NBC), Mon 9:30-10 pm 
Mobilgas News Service, 6 eastern 

Standard Hour (NBC), Sun 8:30-9:30 

pm pst, 1 8 Pacific stations 

Standard School Broadcast (NBC), 

Thurs 10-10:30 pm pst, 21 Pacific 


Esso Reporter and Esso Weather Re- 
porter, 49 eastern markets 
Your Esso Television Reporter (NBC), 
Mon 9-10 pm 

Lowell Thomas (NBC), MTWTF 6:45- 
7 pm est, 31 stations 

It Couldn't Happen (CBS), Thur 8:30- 
8:45 pm pst, Pacific 

Eddie Bracken Show (CBS), Sun 9:30- 

10 pm 

Metropolitan Opera (ABC), Sat 2-5 pm 

Regional 15-min newscasts in Texas 

and Montana 

Boston Blackie e.t.'s in 1 2 midwestern 

New York Philharmonic (CBS), Sun 

3-4:30 pm 
Television Quarterback, WNBT, Fri 

8:15-8.30 pm 
Serving Through Science, WABD- 

Dumont, Tues 9-9:30 pm 

Occasional Tele-films, WABD-ABC, 

time not scheduled 

Circle Arrow Show (NBC), Sun 10:30- 
1 1 am, 56 regional stations 

Local newscasts, spots, 24 
midwest stations 

Spots, one station 

Spots, 10 stations 

Local news and sports- 
casts, 38 stations 

Local newscasts, 6 stations, 

e.t. spots and chainbreaks, 

90 stations 

Spots, 32 east, midwest 

137 news, sports, local 
programs, 21 stations 

Spots in 22 eastern mar- 

News and sports, 7 sta- 
tions; live spots and chain- 
breaks, 2 stations 

New York Central commuters have been conditioned by broadcasting to breakfast at Nedick's in the terminal concourse 

radio sells 


for Nedick's 

LOSS leaders have built grocery 
chains and department stores, so 
it's not too surprising that they've 
built an orange drink chain too. What 
takes the Nedick's tale off the beaten 
path is that they sell the breakfast that 
loses them a cent and a half with every 
sale via words that fly through the air. 

Back in 1934, the Coney Island-born 
drink-stand chain was about bankrupt. A 
group of businessmen, headed by Morris 
Wertheim. A, \\. Rosenthal, and R. T. 
Johnson, bought the business at bargain 
counter figures and plans were born to put 
the drink stands back in the black. 
Those plans started with shopping for a 
medium-sized agency that knew its way 
around radio. 

First one, then another, agency had the 
account. Together they added up to 
zero in sales increase. The money behind 
tin. new Nedick's trio wanted something 
done, and done quickly, otherwise 
Nedick's would continue a vv liitc elephant. 
Then Max Geller of the Weiss and Gcller 
agenc] landed the account and things 
began to happen. 

Bread had done it . . . milk had done 
it . . . candy had done it. So why not put 
Vitamin B-l in an orange drink? Nedick's 
agreed to take the chance, and a vitamin- 
plus orange drink was born. 

Nedick's and B-l bowed onto the kilo- 
cycles with a modest spot campaign. 
Geller had a series of spots transcribed, 
and started placing them on New York 
stations at times when the sidewalk trade 
would hear them. Radio executives 
laughed knowingly when they heard the 
transcriptions — the B-l copy, Nedick's 
big selling point, was preceded by a 
cuckoo-clock sound effect. Geller was 
too busy holding up the sales curve to do 
any smiling — the sales had started to 
climb . . . and climb. The white-elephant 
orange drink business began to look like 
it was solid gold. 

Nedick executives, Weiss and Geller, 
Vitamin B-l , and radio teamed on a sell- 
ing job that trebled the business between 
1941 and 1946. 

With radio ringing cash registers, 
Rosenthal and Geller went shopping for 
another good air gimmick. They decided 

on the "Ten-Cent Breakfast," and agreed 
to offer it at a loss. Again came the 
razzing from the hucksters. But the 
customer who came to breakfast for a 
dime turned into the man who came for 
lunch and evening snacks of hot dogs 
and hamburgers. 

By this time, the Nedick's radio spiel 
was reaching listeners programwise. After 
making a counter survey of the people 
who plunked down their dimes at the 
drink stands, Geller and Nedick's decided 
on a public-service type of radio fare 
consisting mostly of sports, sportscasts. 
and newscasts. 

From April 1945 to September 1946, 
for instance, Nedick's used the CBS 
World News Roundup over WABC now 
WCBS), New York. This didn't prove 
to be the right business answer, and 
Nedick's cancelled. Currently, the story 
is principalis' sports. The B-l message 
and the Ten-Cent Breakfast are sold to 
audiences with college basketball games 
from Madison Square Garden over WHN. 
This series started during the 194 : 
season, covering more than 30 games 
This year, it is running from December 
1946 to March 1947. 

The games are promoted heavily by 
Nedick's. Every Nedick stand has 
posters plugging the thrill-by-thrill ac- 
count of the games, and a schedule give- 
away is at the stands for the asking. 

Bill Stern sells B-l and hot dogs on 
WN'BC in a five-minute sportscast a< 
the board at 6:40-6:45 p.m. Stern, who 
started selling Nedick's last September 2. 
is an old Geller salesman, having worked 
on the old Twenty Grand show for the 
W. and G. account. Axton Fisher To- 
bacco, back in 1940. Ten-cent cigarettes, 
unlike ten-cent breakfasts, were dead 
Please turn to page - 






• • • 

• • • • • 

Carnation Co. 

Walgreen Co. 

N. W. Ayer & Son, Inc. 

Gruen Watch Co. 

Leaf Gum Co. 

Buchanan & Co., Inc. 

Biow Co., Inc. 

General Foods Corp. 

Ralph H. Jones Co. 

Miles Laboratories, Inc. 

Imperial Oil Ltd. 

McCann-Erickson, Inc. 

Canada Dry Ginger Ale, Inc. 

Seeman Brothers, Inc. 

BBD&O, Inc. 

Grove Laboratories, Inc. 

Pedlar & Ryan, Inc. 

United States Steel Corp. 

Speidel Co. 

Interwoven Stocking Co. 

Hutchins Advertising Co. 

Buchanan-Thomas Advertising 

Duane Jones Co., Inc. 
Roche, Williams & Cleary 

Vick Chemical Co. 

Borden Co. 

Atherton & Gresham 

Benrus Watch Co. 

General Mills, Inc. 

H. M. Dittman Advertising 

Campbell-Ewald Co., Inc. 

L. H. Hartman Co., Inc. 

McFadden Publications, Inc. 

Paramount Pictures, Inc. 

Maxon, Inc. 

Devereux & Co. 

Alfred D. McKelvy Co. 

Adam Hat Stores, Inc. 

J. D. Tarcher & Co., Inc. 

S. C. Johnson & Son, Inc. 

Tullis Co. 

Ford Motor Co. 

J. Walter Thompson Co. 

House & Leland 

E. I. duPont de Nemours & 

Co., Inc. 
LaRoche & Ellis, Inc. 
Olian Adv. Co. 
Wade Advertising Co. 

Oakleigh R. French & 

Stanback Co., Ltd. 
Baker & Hosking, Inc. 
Mayers Co. 

Lake-Spiro-Shurman, Inc. 
Helbros Watch Co., Inc. 
Foote, Cone & Belding 
Joseph Katz Co. 
Mutual Benefit Health & 

Accident Assn. 
Schenley Distillers Corp. 
Gardner Advertising Co. 
Willard Tablet Co. 
Procter & Gamble Co. 
Garfield & Guild, Advertising 
Ward Baking Co. 
Marschalk & Pratt Co. 
Falstaff Brewing Corp. 
Scripto, Inc. 
Bulova Watch Co. 
Kenyon & Eckhardt, Inc. 
Abbott Kimball Co., Inc. 
Gillette Safety Razor Co. 
Ex-Lax, Inc. 

* A cross-section of the top-flight radio-minded advertisers and agencies who subscribe to SPONSOR 

'!'■' • 


November 1946 Issue 

ii n,j| sponsors and 

pspective sponsors. . . 46.3 c /c 

\d rtising agency ac- 
c int executives, radio 
d:ctors, timebuyers. . .26.4%. 

it n and network 

e cutives 20.9% 

i llaneous 6.4% 


pojor's circulation guarantee is 8,000 to 
2,(j0 copies each month during 1947. For 
hu and data write to sponsor publications 
nc 40 West 52 Street, New York 19. 


MILLIONS of lines roll off presses 
each week about radio pro- 
grams, and the products that 
make them possible - millions of lines un- 
seen and unheard-of by sponsors and 
agencies. At the networks the story of 
station publication activities is being 
noised about but. in most cases, it's stil 
in the rumor stage. Yet the effect of 
these station organs is greater in many 
areas than the combined impact of the 
printed radio word of all the newspapers 
in the area served by the broadcaster. 










Filttco-Minute Slnpt 
Five Dajrv * Week *r« 
Eiclutive « BoslM 






NBC dig 

ti p gJLg-a 

uiau or/kmrc <**iidtaim» ccdi 

These direct lines to listeners fall into 
four general categories: retailer bulletins, 
program logs, fan newspapers or maga- 
zines, and home service magazines. 

Retailer bulletins, or "briefs," tell mer- 
chants and dealers which products are 
sponsored on what programs and which 
new programs are to be utilized for a 
given product in the area. Through these 
briefs retailers and dealers are advised in 
advance when a new product is to be 
featured on a show, permitting them to 
stock the item before the radio-inspired 
demand materializes. These briefs, which 
in most cases go to grocers and druggists, 
also build good-will with sections giving 
capsuled news and facts on market condi- 
tions, trends, and successful selling ideas. 

They are reproduced inexpensively and 
mailed free every month to leading busi- 


ness men of the community. Station 
WING, Dayton, Ohio, produces a typical 
monthly bulletin which goes to 1,000 
grocers and druggists. Variation of the 
idea is the four-page tabloid-size news- 
paper which gives program and other 
news about food and drug products adver- 
tised on a station, but doesn't include 
general market or selling tips. Typical 
is the Food and Drug News which KGO, 
San Francisco, sends monthly to 3,000 
retailers and dealers in its area. Some 
papers, like the Merchandiser of WOAI, 
San Antonio, are published quarterly. 

Program logs may not look so interest- 
ing as the business publications, but de- 
tailed monthly schedules such as that of 
WQXR, New York, place sponsors before 
thousands of readers. WQXR's schedule 
is a booklet which goes to 38,000 sub- 

scribers for $1 a year. More than 5,000 
copies are picked up at studios monthly 
at 10c. a copy. Sponsor ads run free. 

It's routine for most stations to issue 
simple weekly or monthly (or both) pro- 
gram logs without sponsor identification 
which go to agencies, advertisers, news- 
papers, and others. But more important 
to advertisers are those printed for cer- 
tain groups which contain information 
other than listings. Example of the 
special log is Listen and Learn, a four-page 
folder which KMOX, St. Louis, sends 
monthly during the school year to 1,000 
schools and educators. Obviously its 
potential impact, through the combined 
influence of teachers and others, is far 
beyond the thousand who actually re- 
ceive the brochure. Five hundred thou- 
(Please turn to page 46) 


"What can be done to regulate incongruous 
station break commercials so that they don't 
destroy the mood sequences of programs?" 

Henry H. Reichhold 


Reichhold Chemicals, Inc. 

The Picked Panel answers: 

To begin with, 
it's purely a sched- 
uling matter, and 
the station's re- 
sponsibility. Any 
good timebuyer, it 
^^ goes without say- 
^ ^B ing, tries to get 
r ^k maximum circula- 

£ I tion for his ac- 

counts; and while 
he checks adjacent advertisers for product 
conflict as a matter of course, he can 
hardly be expected to get very far into 
such intangibles as "mood sequence." 

I've found station representatives and 
stations themselves extremely helpful in 
preventing too much of a clash. It 
doesn't take the intelligence of a Daniel 
Webster to know that it's bad selling to 
drop a lush perfume spot into the middle 
of a hillbilly show. The representative's 
assistance has been in passing along the 
information about some of the local shows, 
so that you can determine the general 
suitability for your client. 

To be perfectly frank about the whole 
thing, I think that the question's pretty 
academic. Radio has a sophomoric 
tendency to take itself too seriously where 
things like "mood sequence" are con- 
cerned. I don't see any tremendous ad- 
vantage in, say, a solid block of comedy 
shows, just because they are comedy 
shows. People have a tendency to lose 
interest in anything after awhile, and an 
overdose doesn't mean that it's a correct 
dose. Maybe a good, bouncy commercial 
spot between, say, two symphonic pro- 
grams is a good idea — it's a change of 
pace, anyway. 

The sponsors of the shows themselves 
don't bother too much about "mood 
sequence" on their individual programs; 


they interrupt them for selling messages, 
seldom geared to the program material, 
and then, like as not, toss in a hitchhike 
or two for good measure. 

As far as I'm concerned, I don't care 
whether they're laughing or crying, or 
how long they've been doing it, just as 
long as there are enough of them and 
they're my client's logical buying audi- 

I don't care whether or not it's a tearful 
Hooper — I only avoid the fearful ones. 

Raymond E. Nelson 


Raymond E. Nelson Incorporated 

The question of 
regulating station 
break commercials 
is only part of the 
larger question of 
improving radio 
There can be little 
difference of opin- 
ion but that there 
is room for im- 
provement, not only as a measure of relief 
to a long-suffering public but as a means 
of increasing the effectiveness of the 
sponsor's message. Advertising agencies 
dislike to be told — and with reason— that 
they do not know their business. It is 
easy, obviously, to make destructive 
criticism. Yet, with all respect for the 
brains, ability, and achievement of the 
advertising profession in publicizing 
American goods and services. I submit 
that repetitious announcements having 
little or no relation to program content are 
both needlessly irritating and wastefully 
ineffective. The incongruous station 
break commercial is a conspicuous of- 
fender in this respect. 

Argument between sponsor and station 
management as to which of them "owns 
the air time is irrelevant. Congress 
settled that when it created the FCC as a 
licensing body in the public interest. The 
responsibility for good programing— and 
I stress that that means all programing, 
sustaining, commercial, spot announce- 
ments, and package shows — is partly that 
of the advertiser but chiefly that of sta- 
tion management. The station, not the 
advertising agency or the advertiser, has 
been granted by the FCC a free license 
to a valuable franchise for the use of the 
air waves. 

Cooperative effort is needed to improve 
radio commercials. A joint committee 
comprising membership from both the 
advertising and the radio crafts might 
study this problem with profit to all 
concerned. Station WMCA would be 
happy to cooperate to the utmost of its 
ability in such a project. 

Nathan Strai S 
Station WMCA 

The station 
break is an ana- 
chronism dating 
back to the d 
when plenty of 
cushion was re- 
quired between 
programs. Today 
with split-second 
timing only a mo- 
ment is needed tor 
station identification. The rest of the 
station-break time reallj belongs to 
adjacent sponsors. Until broadcasting 
companies return to their rightful ow; 
there is little that can be done about that. 
The problem of the program commercial 
is to hold attention, that of the station or 
chain break commercial is to get atten- 


tion, while the listener is talking or about 
to twist the dial. 

That's the reason for the strident, 
interrupting devices of gongs, whistles, 
ricocheting bullets, and assorted sound 
effects. That's the reason for the shout' 
ing and irritating repetitions by the 
announcer, the banality of most musical 
gimmicks. Probably the best regulation 
is self-regulation. The AAAA or the ANA 
or both might award Oscars in reverse — ■ 
demerit citations each year for the most 
obnoxious, banal, and generally irritating 
spot commercials, as revealed by an 
opinion poll of the long-suffering public. 
The press would certainly publicize this 
with glee. And why not have Wakeman 
and Henry Morgan make the awards in 
a special broadcast. 

Lloyd C. Coulter 
vp in charge of radio 
McCami'Erickson, Inc 

Many sponsors 
break up the mood 
of their own pro- 
grams with com- 
mercials that are 
not well integrated 
with the program 
content. Many 
commercials with- 
in a show, includ- 
ing cowcatcher 
and hitchhike spots, are noisy, loud, and 
not in keeping with the rest of the broad- 
cast. In other words the mood of many 
commercial programs is frequently broken 
long before the station break is reached. 

Some sponsors and their agencies do 
strive to keep the commercial and pro- 
gram content in keeping with each other. 
In that case it's up to the individual sta- 
tion manager to set up a policy which 
avoids objectionable spots between two 
programs. Any such policy could not be a 
general one. It is almost impossible to 
set a series of patterns throughout the 
country. Each case must be handled on 
its own merits, depending upon the 
sponsor's product, copy, and adjacent 
program content. 

Adam J. Young, Jr. 
Station Representative 


(Continued from page 29) 

Although it seems logical that an 
airing at peak listening hours in each 
time zone should produce more listeners, 
the slide rule proves that it doesn't with 
the top and bottom thirds (programs). 
To collect upon rebroadcasts, the pro- 
gram has to be — just average. 





<m Station WFBM 

• Distinguished Company— that's about 
the best way to describe your fellow spon- 
sors when you join the clients of WFBM. 

WFBM is proud of the fact that the 
city's best stores are on the station. The 
three largest Indianapolis department 
stores buy more time on WFBM than on 
any other local station. Also, to WFBM 
goes the lion's share of local Building 
and Loan, tire dealer, furniture store and 
theatre radio advertising. 

Your messages will be heard by good 
company, too. WFBM, the first station in 
Indiana, has been recognized as the 
"prestige station" for twenty-two years. 


BASIC AFFILIATE: Columbia Broadcasting System 
Represented Nationally by The Katz Agency 


.>.,.* F L E X I R L E 

in sports contracts 

EIGHTY per cent of ;ill contracts 
for sports broadcasts are indi- 
vidually negotiated by the agency 
in sponsor with each station. That's 
because sporting events ar j basically local 
or regional in their appeal and with few 
exceptions a coast-to-coast network just 
doesn't add up to good commercial 

Ninety per cent of commercial sports 
airings are handled over independent 
stations rather than network affiliates 
because these stations are in a position to 
cancel out schedules at the expense of 
regular contract advertisers while net' 
work affiliates are not in position to do 
that on a regular basis. And sports re- 
quire solid blocks of time — time with 
cushions on both ends of the time block. 
Time consumption of sporting events 
differs with each type of event. The gen- 
eral rule, throughout the nation, is for the 
following blocks to be set aside for each 
type of event: 


Time Block 


»"/j hours 


1 hour per ftame* 

Box in ft 

Vi hour 


2 hours 


Vi to 1 hour 


'ire ust 

ally broadcast in a two-hour 


tOn/y the feature bout is broadcast in this tintt and 
when prelims a't included the time block may run as 
high as tuo hours. 

Despite the time blocks it is generally 
understood that if a contest runs over the 
scheduled time, there will be no extra 
charges, nor will there be a rebate if a 
contest runs short. Exception to this 
unwritten rule is the National Broadcast- 
ing Company which handles sports in 
1 5-minute units. 

There is no standard contract for 
sports so stations generally use their 
regular facilities form and add plenty of 
riders. There is one set of clauses where 
the advertiser controls the event to be 
broadcast and an entirely different set 
where the station has the event and the 
sponsor buys time and contest in one 
package. In the first case the advertiser 
is frequently in the driver's seat and can 
and does demand a specific announcer, 
and protection on both sides of the airing 
against competitive advertisers and in 
some cases against any sponsor in those 
spots, i.e.. both the warm-up and the 
afterpiece have to be sustaining. 

Where the station has contracted to air 
the sporting event itself and has sold it 
to a sponsor the riders run the entire 
gamut from full protection as mentioned 
previously to multiple participation. In 
the latter case a number of advertisers 
are really paying the bill despite the fact 
that only one pays for the blow-by-blow 
account and the two others pay for the 

framework in which the event is placed 
on the air. In some ways this type of 
contract, where the station controls the 
broadcasting of the event, is a simpler 
document than the paper which is signed 
between the station and the sponsor when 
the advertiser holds a personal contract 
with the college, school, or sporting club. 
That's because the latter type of contract 
usually provides for the underwriter's 
paying line charges and other special fees 
in addition to the time charges. 

In both forms of contract the station is 
usually caught holding the bag if "an act 
of God" cancels the contest scheduled to 
be broadcast. Only in unusual circum- 
stances does the sponsor pay anything 
when the program is rained out. The 
maximum payment l in contracts checked) 
ran to 50 per cent of the time charge. 

Contract provisions on airing commer- 
cials have changed of recent years and no 
longer does the average radio-wise agency 
write commercials and insist that they be 
aired verbatim at specific intervals. The 
tendency today is to outline the copy-line 
for the commercial; and let the sports- 
caster work them in at what he feels is 
the proper frequency and with the proper 
integration with what's happening on the 
field, or in the squared circle. This makes 
for less listener irritation and frequently 
Please turn to page 46 

■ i u ■ . • .. . • i ■• >atu .!-.,.. 
asters, wiu ...c.-i or ic-uiuuv . . aame program, harmless from any and all lia. 

s, costs or expenses, including lawyer's tees, arising; from or occasioned by the broadcasting oi 

5. This indemnity agreement is intended to include, without limiting the foregoing, claims for 
of character, business or property, and infringement of copyrights and/or violation of trade or i trills. 

The" Broadcaster shall not lie held responsible for failure to broadcast for any periods where such failu 
(\w to governmi nt regulations, storms, strike-, lockouts, power, transmission or mechanical difficulties, or a 
cause whats ever beyond its control. The Broadcaster will endeavor to present programs at the exact tin 
iled, but do. s not guarantee that a given program will lie broadcast at the specified time. If for any reasot '■ 
'rOi • • complete the program in its entirety, the Advertiser shall receive a pro rata refund 

>rge for time. The Advertiser agrees that in the event of the omission or postponement of any broadcast 
•dcaster shall not he held responsible for any damage beyond tlie cost of the particular broadcast omitte 

ter reserves the right to defer advertising programs falling on national hob' 1 - 
-"'innal or local expediency or public interest, or for special event' 
•> nroportinnate refund for the program not b r 




{Continued from page 19) 

any other name you like, but throughout 
life we tend to react with anger when un- 
j completed activity is interrupted. And 
the more intent we are on the activity, 
the more we tend to he irritated by inter- 
ruption. If the interrupting event is 
cither meaningless to us or is in itself 
unpleasant, the tendency to anger is 

If, now, we examine the structure of 
broadcasting in terms of this basic prin- 
ciple, we find cause for listener resent- 
ment rampant. Listening is an activity. 
The better the show, the more intense the 
activity is and the greater becomes the 
probability that anger will be evoked if 
it is interrupted with a commercial. If 
the commercial is of real interest to the 
listener, the effect of the interruption 
may be counteracted, in part. If it is 
of no real interest there is no counter- 
action. Frequently, commercials are 
introduced by design into that part of the 
program where listening is most intense. 
The result is maximum irritation. 

Some very good dramatic shows de- 
signed for women, and listened to in- 
tently by both men and women, inter- 
rupt the action with complete disregard 
for the men. Men are non-existent to 
them. True, the men are not going 
to buy the products or try the "lather 
cocktails" or "patch tests," but they are 
listeners, and their emotions, ungrateful 
and irrational as they may be, will toll 
the bell. 

It appears from these considerations 
that it might be possible to reduce 
listener aversion to commercials con- 
siderably if, in those programs where 
the commercial cannot be integrated 
or where the total listening audience 
is not given real interest in them, com- 
mercials were presented before the action 
starts and after it stops. 

But, you may object, that might be 
sacrificing advantages the advertiser now 
rightfully enjoys. Possibly. We rarely 
get something for nothing. But it must 
be noted that how real this advantage 
actually is, is one of the things nobody 
knows. Mere number of listeners is not 
the answer. The number in a receptive 
state of mind is. The real advantage 
may lie in an opening and a closing com- 
mercial with no interruptions. 

There is nothing new or revolutionary 
about any of these thoughts. The de- 
signers of Cavalcade of America, who in 
many ways have manifested in radio the 
pioneering spirit they exalt in their pro- 
gram, have presented for years a half 


hour of drama uninterrupted by com 
mercials. And their pioneering in com 
mercial production has resulted in their 
holding their full audience through a long 
closing commercial. 

In view of the complexity of the 
commercial problem and the possible 
relation of interruptions of listening to 

listeners' emotion, it would he well to 
considci tin- 1. 1 toi < . urlulh I i 
starting on a witch hunt for "disgusting" 
and "bad taste" commercials or jumping 
to conclusions that "spots" are the cul- 
prits, that all commercials should be 
"inside" programs, or that they arc too 




that, to se 


, .Uers thought 
ld io advertiser* 
Time ^as *»■»— y hamlet »» 

ft they bad to cover every ^ e 

stuff , » te J „„ a n « Joke, tna 


_- and no 

WAVE alone ^ ^ 

51.9*. " -* 

u lvertisers 




— ■ g iveS 


Kenmc^ to 

tal, " 1,a 


at a 

u _ aren't yo» r 
iw about it, P* 





KWHOHn" 1 * 



Radio Station WCCO, Minneapolis, Minn., 

Saturdays, 9:30 J<> p.m. est 
PROGRAM: Taking ;i columnist-commen- 
tator and turning him into a quiz master 
isn't the easiest job in radio but WCCO has 
done it with their number one newscaster, 
Cedric Adams, and built a topnotch audi- 
ence participating program around him. 
Cedric doesn't talk down to his victims and 
his stature isn't diminished by the studio 
crowd's calling him Cedric which gives you 
some idea of just how good Cedric is. 
Second plus for the show is that the prizes 
are all products for sale at the sponsor's 
(Sears) — that gets away from the free- 
plug-for-the-prizes that haunts so many 
quiz-program builders. Extra added bit of 
good programing is the strip-tease routine, 
in which the contestant undresses a manikin 
(wooden) as each question is answered 
correctly. Each garment so taken off the 
dummy belongs to the quiz participant. 
During the broadcast reviewed, the young 
lady undressing the girl manikin took its 
girdle right off. The questions (all the way 
through) are well planned and at least one 
of them makes use of the vocal talents of 
Bob Larkin, the singer on the show. It's a 
top-drawer job, production- as well as 
program-wise, with a special bow to Wallace 
Olsen, musical director of the station, who 
leads the orchestra and does a couple of 
songs, instrumentally, during the pro- 

COMMERCIAL. Because the gifts are all 
on sale at Sears the plugs are painless. 
Frank Butler, who handles the commercials, 
is smooth and there's no question but that 
the show sells. In the press they featured 
Sears' Infant Sleepers at $1.10 and at the 
same time on the air Dr. Denton's at $1.65. 
Two thousand of the latter were sold and 
many newspaper ads that were sent in with 
mail orders carried a notation "we want the 
sleeper advertised on 0{>,n lions, if it is 
available." The Open lions, type of quiz 
is the answer to any department store's 
problem of selling without over-spieling. 
TIME.- Tins has only been on the air for 
Sears since October 5 so proof of the time 
pull isn't at hand yet. Previous sponsor, 
Butternut Coffee, hit as high as 1 1. 1 for the 
January-April period. It's early in the 
morning but the audience is filling the 
studm bj l| am., a half hour before broad - 
casl time. 

PROMOTION: Nothing unusual has been 
done to sell the program, though air time 


has been used, newspaper space bought, and 
store-wide promotion has been utilized by 
Sears. Since it's producing everything 
that's expected ol it now. there seems little 
use for the station to over-extend itself at 
this time. (A merchandising program has 
been planned and will go into the works 
when needed. - 

CREDITS: This is a station-built program 
which proves what can be done with local 
shows. Everything's as smooth as could be 
desired with Wallace Olsen, Bob Larkin, 
Frank Butler, and Cedric Adams all due for 
deep bows. 


Radio Station CKLW. Detroit-Windsor. 

Daily, 6-9 a.m. est 
PROGRAM: This show is 13 going on 14 
and it's as fresh as it was in 1938 (five years 
after it was first heard i when the boys, Joe 
Gentile and Ralph Binge, started going to 
town commercially. It has everything that 
every other rise and shine program has but 
you'd never know it. The time, the weather, 
and the commercials bear no resemblance to 
any other known form of madness. The 
belly laughs are not extra-added attractions 
but the commercial basis of the program. 
If anyone else but these two attempted a 
skit in which they try to bring a 12-foot 
monster to life and fail to move him until 
they dose the Frankenstein conception with 
Dr. Caldwell's laxative, he'd be barred from 
the air. With Gentile and Binge i that last 
name is real -not a gag) it even entertains 
families like A. G. Ruthven's (he's U. of 
Michigan prcxy . 

COMMERCIAL: This is one across-the- 
board series (daily that is. with the excep- 
tion of recorded musical interludes that are 
whisked on and off. 100 per cent commercial 
and not even the Federal Communications 
Commission has thought of squawking. The 
boys are apt to shock their sponsors in 
everything but the cash register -where 
they still ring the bell, with such things as 
downhill eyeglasses ("They make the job of 
mailmen, salesmen, and policemen seem 
downhill all day-long.") Spots are sold on a 
$20-a-time basis and the waiting list is long 
and drooling. 

TIME: Earlj morning competition is usually 
run-of-the-mill and while there are some 
good get- 'em-uppers in Detroit this show is 
really stiff competition. It nol only gets 

its audience but it holds it. 
PROMOTION: Dick Jones, commercial 
manager of CKLW, doubles as press agent 

and promotion man extraordinary for this 
show. There's been a steady flow of copy 
about Gentile and Binge in the newspapers 
(they're always doing something that's good 
copy Time, Vogue. Band Leader, and 
Libi rty are just four of the national publica- 
tions that have stopped being national long 
enough to plug the Gentile-Binge combina- 
tion . . . and that of course means CKLW 

CREDITS: Joe Gentile and Ralph Binge are 
the duo to whom all the credit belongs, 
although J. E. Campeau, who graduated 
from salesman to manager of the station, 
has backed the boys up every time (since 
1938 that they needed it -you can't be nuts 
before the mike without a station manager 
who's nuts with you. 


Radio Station WOW, Omaha. Monday 

through Friday, 12:30-12:45 p.m. est 
PROGRAM: This, a light zany 15 mil 
is far better than the writing on the pro- 
gram. It is planned to reach the home 
while mother is cooking. Russ Baker does 
the scripting but he's better as mc and 
Ray Olson, two-time Davis Award Cup 
winner, is delightful as is the singer-stooge, 
Morton Wells. The format is just a couple 
of guys between a couple of songs by a 
three-piece musical combine and one of 
three singers who slip in and out of the 
program on different days. 

The quality of the "humor" may be noted 
in a typical routine which had Russ Baker 
trying to steal a bone from a dog fit had 
some meat on it), ending with a line to the 
effect that it could definitely be stated at 
that time that the "program was going to 
the dogs." 

COMMERCIAL: Most of the advertising is 
straight yet the show simply screams for 
some light-comedy sales treatment of the 
sponsor's "Ever Fresh" line of frozen and 
ready-to-cook poultry products and butter. 
Highlight of the selling is the cooking hint, 
which is very nicely handled by Russ Baker. 
It's serious but there's a wee smile in it as 
Baker does it 

TIME: Noon is a good time to talk food, if 
you can catch your audience. Company's 
Coming has an Omaha rating of 10 which 
at lunch time means it has caught on. 
CREDITS: The boys who do this show are 
top staff members of WOW. Russ Baker 
is head of the station's newly organized 
television department. Ray Olson is pro- 
duction manager of the station. The 
sponsors, C. A. Swanson and Sons, fee! 
they have a happy buy in Company's 
Coming, which is a swell title even if it 
shouldn't happen company come) at noon. 

WNBT, New York. NBC-TV, Sundays. 

8:15-8:30 p.m. >st 
PROGRAM: The lirst scanning of this 
- I tecember 8 indicated what every- 



one knew m advance. There's no program 
without talent, and vaudeville before the 
video camera must be even better than it 
is across the footlights. The second pro- 
gram dropped the "don't buy nanus" 
routine and came up with both Senor 
Wences, star magician and ventriloquist 
(the headliner) and Bob Hawkins, im- 
personator. Opening spot was given to an 
acrobat, in this case a baton twirler. Connie 
Stevens, who was okay if you like the 
prancers who lead the bands. Wences was 
slightly terrific before the camera. His 
stunt of turning his fist into the head of a 
dummy and using it as his Charlie Mc- 
Carthy was grand. His talking head in a 
box was just as good as it is in the night 
clubs. His juggling while being heckled by 
the dummy and the head without a body 
was why families leave their homes to go to 
theater and club. Fred Coe, the director, 
was right in there with the cameras and 
although some of the juggling, being of a 
vertical nature, couldn't be caught quickly 
enough the camera handling was good. 

Most of the impersonators who have been 
on television thus far have been between- 
the-act stage waits. Bob Hawkins isn't. 
Someone must have told him that on 
camera you have to look like as well as 
sound like the performer that you're imitat- 
ing. He did. While few of the stars he 
presented were away from the beaten path 
of impersonators, they were fun . . . from 
Bing Crosby to Frank Morgan. Where 
there's real talent, the camera sees it and 
scans it, ergo without performers with 
ability there'll be no looking just as without 
sock artists there's no listening. 
COMMERCIAL: Bristol-Myers' Minit-Rub 
selling has grown up. Instead of only 
slightly amusing commercial film cartoon 
strips, there was well written continuity and 
a dramatized sneezing proposal with a 
Minit-Rub 'moral . . . sneezing ne'er wins 
fair lady nor snares attractive male. 
PROMOTION: None at the moment. 
TIME: Tele-Varieties has plenty of radio 
competition, with Charlie McCarthy right 
smack against it. It's good enough to stand 
that competition. 

CREDITS: First show was a Wes McKee 
(Young and Rubicam) mistake. Second 
show was under his supervision but Y & R's 
John Heiney did the production. Fred Coe 
although a youngster is still an NBC-TV 
director that can handle anything well . . . 
and does. 


WNBT, New York, NBC-TV, Sunday (De- 
cember 15), 9-9:30 p.m. est 
PROGRAM: Everything was here but a 
polished scanning. Although it was an- 
nounced that image orthicon cameras were 
being used to lessen light requirements in 
the audience section of the studio (this was 
an audience participation program) actually 
everyone involved technically knew that 
these cameras are not good indoors. They 


wire used because there wasn't 
light in the new studio, not experimentally. 
The audience looked like Times Square on 
VJ day. 

All tlie stunts were really visual and swell 
fun, from the wife who had to puncture all 
the balloons which puffed up her husband 
in a size 50 union suit, to the boy who was 
given the Borden cow, Elsie, to take to tin 
Diamond Horseshoe. Typical of what was 
wrong from a video production point of 
view was the fact that when the boy's heart 
really sank down to his shoetops. there were 
no close-ups. 

Mel Allen, mc, came through as the per- 
fect drunken host at a celebration, which 
wasn't what was intended at all. Frank 
Fay should sue him for infringing the 
Harvey copyright. 

COMMERCIAL: Using Elsie the cow in a 
gag sequence helped put across the Borden 
commercial without much pushing. Since 
the same stunt employed dancers with 
Elsie masks, the cow-milk selling was visual 
and fun. 
TIME: Nine p.m. Sundays is in New York 

not a bad hour to p : i on I 

patio nin l troadi a I i 

that time an nol top audience pullers, and 
so they'll look in, it thi . havi a 
PROMOTION: This program was played 
up by agency and network as "expi 
mental." It wasn't. 

When the tie-in with the forthcoming 
March of Dirm campaign was dragged in 
by having mc Mel Allen telephone a jxjlio 
victim i who however is never seen), they 
reached into the empty-idea pocket and 
came forth with the Calvary Brothers, 
slow-motion pantomimists. They enter- 
tained the youngster, who had a TV re- 
ceiver at his bedside. It was okay for the 
about-to-be-operated-upon youngster but it 
was zero as general entertainment . . . and 
it didn't help the polio campaign. 
CREDITSAVes McKee of Young and Rubi- 
cam produced the show, Ray Harney wrote 
it, and NBC's Ed Sobol directed it. Since 
the cameras weren't suited to their job, let's 
blame them instead of the human element 
this time. 



1"2«l» Betty Crocker started 
selling menus and cooking informa- 
tion for General Mills, via recipes, 
on September 20. First network 
used was WEAF and 12 other 
stations. Betty Crocker was first 
enacted by Adelaide Finch (there 
have since been more than 50 others 
who have played the role). General 
Mills was later to be the first major 
sponsor of a daytime serial {Betty 
and Bob) and the number one 
cereal-flour firm in the nation. 

Iff 47 Eleven programs" (nine 
coast-to-coast and two Pacific Coast 
shows) sell 13 General Mills prod- 
ucts. Of the over-$8,000,000 bud- 
get, radio gets $6,500,000. Betty 
Crocker is heard on both NBC and 
ABC, and daytime serials and 
children's programs sell plenty of 
cereals. The corporation's favorite 
program (nearly 13 years old and 
pictured below) is Hymns of all 



ducks in 1940, and the- shew expired 
quietly. But Cellei didn't forget Stem's 
neat job, and bought him again when 
Nedick's wanted a sportscaster. 

Nedick's also < ai i ies tin. vitamin gospel 
to listeners on WCAU's Headlines ai 
Home, and with a transcribed sports show 
on WTTM Trenton. One newscast is 
used on a Washington, D. C, station, but 
Nedick's is said to be shopping for sports 
in that market. 

Nedick's has consistently spent the 
biggest chunk ol its advertising dollar in 
radio, and with business having trebled in 
the last fiv< years lias nuwr had to revise 
its advertising budget, which is figured 
on I ' •_> per cent of next year's sales ex- 
pectancj . 

Geller has things pretty much his way. 
There's no ad-manager at Nedick's. 
Having tried to tell two agencies how to 
run things and flopped on sales, the boss 
trio now believes it best to let the agenc 
handle the radio end. 

Geller's advertising approach undersells 
for Nedick's. On the WHN basketball 
series, commercial copy is merely out' 
lined for Connie Desmond and Marty 
Glickman, who ad-lib mentions of B-l. 
the Ten-Cent Breakfast, and the all-beef 
frankfurter. Result is a brand of sales 
talk keyed to surrounding action, differ- 
ing from the usual line of sports-show copy 
which is written in the air-conditioned 
sanctity of an ad-agency . . . and sounds it. 

Nedick's isn't particularly worried 
today about its competition, most of 
which comes from wildcat stands, small- 
chain operations, and the "Chock Full o' 
Nuts" chain in New York. Nedick's sells 
its service in Philadelphia, Jersey Cit) . 
Newark, Baltimore. Boston, Brooklyn, 
Washington, D. C, and through 43 stores 
in New York City. Radiowise, the 
competition is even less. 

Radio has made Nedick's synonymous 
with drink stands in New York. There 
was even a Nedick's stand on stage during 
the recent Broadway production of On the 
Town, and stock movie shots often have 
the sign somewhere in the background. 

Yet another trick is up the Geller- 
Nedick sleeve. A promotion campaign is 
in the making for a new soft drink, a 
carbonated version of the Nedick orange 
drink. N'edick's hopes to tap the millions 
ol consumers who listen to Nedick pro- 
grams in areas where there are no 
Nedick's stands. Nedick's. not content 
with being the orange drink vender to the 
New York walk-in trade, is out to follow 
tlie Coca-Cola tradition "bottle it." 


He Lives With His Program 

T TF'.S a one-show producer. He follows the theory that a 
■*- *- producer should live with a show from idea to airing. 
Frank Telford flutters over the Molle Mystery Theatre like a 
mother hen, selecting scripts, conferring with writers, hand- 
picking casts (mainly from newcomers . . . and sweating it 
out on coffee-and-benzedrine. 

The pay-off is indicated in both rating and sponsor identi- 
fication figures. The audience is now deliveied to Molle and 
Double Danderine at a cost of less than $200 per point. De- 
spite the success of his show, now running 5.1 points over the 
average of his opposition, he puffs twic? as much when re- 
minded that in 1933 he was All-City halfback at Detroit's 
Northwestern High. 

Telford got his first break in radio after kicking around for 
several years in theater stock companies. He did everything 
from acting, writing, and sound effects to polishing micro- 
phones on several WXYZ shows, including The Lone Ranger. 

He tried to sell Uncle Sam the idea of airing an anti-Hitler 
series in 1940. No dice. December 8, 1941, saw him back in 
Washington, this time with a better reception. His docu- 
mentaries You Can't Do Business with Hitler and This Is Our 
Enemy did a top-notch wartime job selling anti-fascism. 

Young & Rubicam bought him early in FM4 to do produc- 
tion on We the People but he was shifted to Mystery Theatre 
soon after. His CBS show The Fighting Senator was a flop 
commercially last summer — he didn't really care so long as 
he was panning intolerance and civic corruption. 

Duffy's Tavern is his favorite listening. For months Tel- 
ford knocked himself out trying to hear it because Duffy's 
was aired the same night as Mystery Theatre. Duffy's moved 
finally to another night, and peace, as far as it can be found 
by an ad-agency executive, descended on the Telford menage. 

He's the perfect example of what can happen when an 
agency picks the right man. gives him one job . . and a free 
rein in doing it. 
Seen with Ann Rutherford 



signed and unsigned 

BfUMtA&i Pe/U&utel GUcutXf&L 




John H. Connor 

John C. Doorty 
Elmer C. Dvorak 

Harold N. Elterlch 

Haynes Flnncll 

E. J. Frank 

Bryant H. Gardner 

K. N. Halverstadt 

Gilford R. Hart 

Gerry Olinger Htnkle 

Alfred Howard 

J. Peyton Kane 

Allen C. Kaye-Martln 

Emery M Lewis 

Harold S. Luther 

Charles Allison Monroe 
Howard K. Richmond 
Edward F. Schmidt 

Joseph R. Sheehan 
Jane Talcott 
Del Wakeman 

Joe Wells 

Gallowhur Chemical Corp.. New York, assistant 
to president 

RBD&O. New York, account executive 

A. E. Rlttenhouse Co.. Inc.. Honeoye Falls. Now 

York, sales and advertising dlreotor 
Grant Advertising (Intl. Div.), New York, vp 

William B. Remington 

Procter & Gamble. Cincinnati, media director 

White Labs., Inc., Newark, N. J., advertising 

Joseph Magnln Stores, San Francisco 

Retail Furniture Advertising Inst., advertising 

S & W Fine Foods, Inc., San Francisco, adver- 
tising manager 

Kaye-Martin Prodns., New York, president 

Brown and Williamson Tobacco Corp., Louis- 
ville, vp in charge sales, advertising 

General Food Sales Co., Inc. (General Seafoods 
Corp.), New York, merchandising manager 

J. Walter Thompson, New York 

Bloomlngdale Bros., Inc., New York 

American Home Foods, Inc., New York, adver- 
tising dept. 

Butler Bros.. Chicago 

Magnavox Co.. Fort Wayne. Ind.. advertising and 

sales promotion manager 
Wells Advertising. Inc., Dallas 

Gallowhur Chemical Corp.. New York, vp In charge sales 
and advertising, merchandising and sales promotion, 
plastic specialties 

Shulton. Inc., New York (soap manufacturer) 

A. F.. Rlttenhouse Co., Honeoye Falls, vp In charge sales 
and advertising 

Bristol-Myers Co. (Intl. Div.), New York, advertising man- 

Union Oil Co. of California. I.os Angeles, advertising and 
publicity head 

Na-Churs Plant Food Co.. Marlon, Ohio, advertising 

The Chemical Corp., Springfield, Mass.. advertising and 
sales promotion manager 

Procter & Gamble. Cincinnati, manager radio and media 

White Labs., Inc., Newark. N. J., vp In charge advertising 

Lilli Ann Co. (women's apoarel), San Francisco, advertising 

and art director 
Hamilton-Ross Industries, Chicago, advertising and sales 

promotion manager 
S & W Fine Foods. Inc., San Francisco, director advertising. 

sales promotion 
MacLevy Corp., MacLevy Slenderizing Salons, New York. 

advertising and merchandising director 
Brown and Williamson Tobacco Corp.. Louisville, execu- 
tive vp 
General Food Sales Co.. Inc. (General Seafoods Corp.), New 

York, advertising and merchandising manager 
Liebman Breweries. New York, advertising manager 
Elizabeth Arden, New York, advertising director 
American Home Foods. Inc.. New York, assistant advertis- 
ing manager In media selection, planning, administra- 
tion, budget control 
Rose-Derry Co., Newton, Mass.. advertising manager 
Macy's, New York, women's apparel advertising manager 
Ekco Products Co., Chicago, advertising director ' 

H. L. Shaw & Sons, Inc., Portsmouth, N. II., advertising 

AduenttiiHCf AtjetiGy P&tixuutel GUaHXj&L 




A. D. Adams 
Scott B. Anderson Jr. 
Norman F. Best 
William J. Bona 
Jean Brehme 

Clarke R. Brown 
rhomas M. Brown 
Edward R. Carroll 

Horace Cleveland 

Lee Cooley 
Walter Covell 
John J. Daniels 

Henry Dorff 

Everett E. Doten 
Louis Einstein 
Joel H. F.ttlngcr 
Blaine Faber 

Free lance radio writer 

Pittsburg (Calif.) Post Dispatch 

Royal Air Force 

W. W. MacGruder, Denver 

Associated Advertising, Los Angeles, account 

Lake-Splro-Shurman. Memphis 

Luber-Finer. Los Angeles, advertising manager 
American Broadcasting Co., New York, produc- 
tion department 

J. M. Mathes. New York, account executive 

Ruthrauff & Ryan. New York, radio department 
Bo Bernstein. Providence. R. I., radio department 
John C. Dowd, Boston, account executive 

Grey Advertising, New York, account executive 

Army Air Force 

Los Angeles Examiner, advertising salesman 
Kuttner & Kuttner. Chicago, account executive 
Para Tl Corp.. New York, secretary anH arl\rt- 
tlsing manager 

Hickey-Murphy-St. George. New York, account executive 

Ad Fried. Oakland. Calif., account executive 

Erwln. Wasey. Seattle, media and research director 

Gray & Co.. Denver, account executive 

Harry J. Wendland. Los Angeles, account executive 

Ollan Advertising. St. Louis, media director 

Vnderson \dvertising. Los Angeles 

Roche. Williams & Cleary, assistant to head of New York 
radio department 

J. M. Mathes. New York, vp and account executive in charge 
of textiles, home furnishings, and apparel 

McCann-Frickson. New York, television director 

Bo Bernstein. Providence. R. L, account executive 

Cory Snow. Boston, business manager and account execu- 

Alfred J. Silberstcin-Bcrt Goldsmith, New York, account 

Ingills-Miniter. Boston, account executive 

Raymond Kean" \gency. Los \ngeles. account executive 

Tester Harrison. New York, account executive 

Rarlco. v ev* York, account supervisor 





\\ eslcy Farmer 

John M. Parrel] 

C. II. Ferguson 

Ufred G. Freeman 

Nam Fuller 
I il.i I'. Gilbert 

Jack Gregory 

Gall Hall 
Betsy Hatch 
George R. Holt 
Mark Isaacs 
Haddon W. Ivlns 
Adam K. Johnson 

George E. Kelly 

William I.yddan 
Malcolm C. MacDonald 

Angus Macintosh 

Charles McDowell 
Sherman M. McFedrics Jr. 

R. K. Messer 

Donald Murphy 

\. W. Neally 
Seamus O'ilanrahan 
Stuart Potter 
James A. Richardson 

Henry P. Rltz 

E. G. Schultz 

Stuart Stevens 
O. II. Sutter 
Hal D. Thomas 
Harry L. Tlmmlns Jr. 

Nathan A. Tufts 

James H. Turner 

Helen Bridge I'nderhill 

Harry W. Walker Jr. 
Welles R. Wiley 

Dave G. Wolaver 
Robert B. Wolcott Jr. 

Harry Woodworth 


Calkins & Holdeo, Chicago, account executive 

BBD&O. San Francisco, vp In charge 

Malco Co., Minneapolis, advertising director 

Sherman & Marquette, New York, radio director 

Franklin Bruck, N<w York) Paris & Peart. New 

Allied Advertising Agencies, Los Angeles, copy- 

Gall Hall Advertising, Hollywood, president 

Abbott Kimball New York, account executive 

Scott-Telander, Milwaukee 


O. S. Tyson, New Y'ork 

Smith. Bull & McCreery, San Francisco, account 

Allegheny County (Pa.) Parks, director 

Hill Advertising. New Y'ork. account executive 
Paris & Peart, New York; T. A. Ncwhoff. Balti- 
more; account executive 

Charles McDowell and Staff, Boston 

Union Oil Co., I.os Angeles, advertising and pub- 
licity chief 

Glaaaer-Galley, Los Angeles, general manager 
and radio director 

Relncke, Meyer & Finn, Chicago, account ex- 

BBD&O, San Francisco, vp and account executive 

Pacific Shipper. San Francisco, editor 

Campbell-Mithun. Chicago, account executive 

Knollln Advertising. San Francisco, account ex- 

House & Leland, Portland, Ore., account execu- 

House & Leland, Portland, Ore., account execu- 
Stevens. Lander & Y'oung. Los Angeles 
Ten-ill Belknap Marsh, Now Y'ork 

KOMO. Seattle 

Charles H. Burger, New Y'ork. vp 

Ruthrauff & Ryan. Hollywood, vp and director of 
radio department 

Mitchell-Faust, Chicago, vp and account execu- 

St. Georges & Keyes, New^York, account execu- 

W. F. Coleman Co., Los Angeles 

Sunset F'lectric Co., Seattle, advertising and sales 
promotion manager 

Howard Swink, Marion, Ohio 

Hixson-O'Donnell, Los Angeles, publicity director 

BBD&O, New York, account executive 

liotsford. Constantlne & Gardner, Los Angeles, account 

Western Advertising, Los Angeles, member of planning 

BBD&O. San F'ranclsco, West Coast manager 
Melamed-Hobbs. Minneapolis, account executive 
Sherman & Marquette. Hollywood, radio director 
Norman D. Waters. New Y'ork, account executive 

Allied Advertising Agencies, Los Angeles, account executive 

Stevens-Hall. Hollywood (new), partner 

Advertising House, New York, account executive 

L. W. Ramsey, account executive 

Doremus, New York, account executive 

Mihic & Smaller!, New York, account executive 

Ford & Damm, Sacramento, in charge of new branch 

W. Earl Bothwcll. Pittsburgh, copy chief and account 

Booth, V'lckery & Schwlnn, New York, account executive 
S. R. Leon, New„York, account executive 

Ward Wheelock, Philadelphia, radio director (Philadelphia 

office only) 
Wood, Brown & Wood. Boston, account executive 
Foote, Cone & Beldlng. Los Angeles, account executive 

Rem Productions, (new), head 

G. M. Basford, New Y'ork, account executive 

BBD&O, Los Angeles, general manager 
O'ilanrahan Pacific Agency. San F'ranclsco (new) 
Stuart Potter. Chicago (new) 
James A. Richardson. San Francisco (new) 

Schultz & Rltz, Portland, Ore. (new) 

Schultz & Rltz, Portland, Ore. (new) 

Stevens-Hall. Hollywood (new), partner 

Julius J. Rowen. New Y'ork 

Alaska Advertising, Anchorage, radio director 

Sudler & Hennessey. New Y'ork. sales director, and Arranz 

& Sudler, New York, account executive 
W. Earl Bothwell, head, West Coast branch (new) 

Ruthrauff & Ryan, Chicago 

Young & Rublcam, New Y'ork, account executive 

Lockwood-Shackclford. Los Angeles, account executive 
West-Marquis, Seattle, account executive 

Lee Donnelley, Cleveland, account executive 
Hixson-O'Donnell, Palm Springs. Calif, (new branch), office 

Morse International, New York, account executive 

A/eiv A<fe*tG4f /IfijitUntmettti 

(Continued from Page 10) 


PRODUCT (or service) 


Roberts Dairy' Co., Omaha Dairy products Stuart Potter. Chicago 

Rockmore Co.. New Y'ork Boys' sportswear Robert Isaacson. New York 

San Benito Co., Inc.. New Y'ork Tiara Champagne Thompson. Sava & Valenti. New >, ork 

Seaboard Mfg. Co.. Inc., New York. . Work clothes Robert Isaacson. New York 

Seventh Army, Atlanta Recruiting Eastburn & Siege], Atlanta 

Six O'Clock Co.. Nonistown. Pa Pic-crust and muffin mixes Duane Jones. New Y'ork 

Spertl. Inc. (drug and cosmetic dlv.), Cincinnati Drugs and cosmetics Ruthrauff & Ryan. Cincinnati 

E. R. Squibb & Sons. New York Dental cream BBD&O. New York 

Sich park Hats, Philadelphia Men's hats Morton Freund, Philadelphia 

Sylmar Packing Corp.. Loa Angeles Chopped ripe olives Davis & Bcaven. Los Angeles 

United Inventors and Sell ntists of America , I.os \ngclcs World Inventors* Exposition. July 1917 Makellm. Hollywood 

Van Cleef & Arpels. Inc.. New York Jewelers Edwin Bird Wilson. New York 

Video Television. New York . Sen ice anil installation Makclim. New York 

Th« Walker Co.. Mlddleboro. Mass. Heating pads, ice bags I iiuls.iy Advertising. New Haven 

War Assets Administration (Region 2). Albany. N. Y. Surplus property Kudner \gen. v. New York 

Arthur Wlnarlck. New Y'ork Hair tonics Blow, New York 

Y'ucca Village, Palm Springs, Calif. Desert development, real estate Peck Advertising. Loa \ngele« 

Publicity in Action 


LISHER town, without an 
NBC local outlet, that's Wor- 
cester, Mass. If a public relations expert 
happens to have a program on CBS, all's 
well in his heaven. If on the other hand 
his client is an ABC or MBS time user, 
woe is the space grabber. If his retainer- 
payer is an NBC sponsor he has an 
alibi— that's all. 

Fifty per cent of the newspapers in the 
area served by Worcester stations, ex- 
cepting those in Worcester itself, ignore 
broadcasting in a big way. Twenty-five 
per cent run logs only, 12 per cent run 
only network logs (sans station identifica- 
tion), and another 13 per cent run logs 
with an occasional INS (International 
News Service) or other syndicated radio 
column. In some logs Boston stations 
get an important play; in others, with the 
exception of WBZ, they are forgotten. 
Boston stations most frequently men- 
tioned are WBZ, WEE I, WNAC, WHDH 
and WCOP. 

Not every weekly and daily in the 
Worcester environs was checked in this 
survey so that the report is a "rank 
order" study rather than a fractional- 


{Continued from page 21) 

. . . And in order to make certain that the 
retailer would be conscious of the program 
the continuity was planned in such a way 
that one retailer's store was and is mentioned 
in each commercial section of the show. 
All this brought an early commercial 
acceptance fo the show and it helped to sell 
Deerwood coffee from the very start. That 
was the major job given the program ... to 
sell Deerwood coffee and through the Deer- 
wood name the other products that carry 
this Bluffton brand name. It's done that— 
Deerwood Coffee is sold out almost as fast 
as stocked in the Fort Wayne trading area. 
V. S. Bauman, the man behind the show, 
has his own ideas about broadcasting. Un- 
like many other local or regional advertisers, 
he is basically program-minded. His slant 
is, "Too many radio advertisers make the 
mistake of buying the time instead of the 

He also points out that the talent cost for 
the Sari 'n Elmer show exceeds the time cost. 
Deerwood Coffee still is the single con- 
i tinuous commercial on the program, for the 
' Bluffton executives go hunting every so 
-often and they realize that buckshot seldom 
j brings down the doe . . . although they spell 
,it dough in the "middle masses." 

inch tabulation of actual space gathered 
by the stations and networks. 

usually used to offset negative press ac- 
ceptance by stations. This is not true to 
any degree in this area— the advertising 
linage looks very much like the publicit) 

\l>\ I R I ISI\<. INCHES 























2 V, 

29 V, 



























A nnouncing 


pending opt 


*I9>/ 2 inches of this 

is on CHS C I r TV. 


It has been indicated in previous re- 
ports that paid'space (advertising) is 

Publicity and advertising-wise, 
good to be on WTAC in Worcester. 


Shirtsleeve Scientist 

This farmer is a good example. He's 
planning a long-range crop rotation, 
contour and strip planting that will 
increase soil fertility, control erosion 
and conserve moisture. It is the use 
of sound, scientific methods that has 
increased his yields and made him 
wealthier than ever before. 

\s a farm station, WIBW keeps 

The modern, scientific farmer 
who makes up the bulk of WlBWs 
five-state audience is a far cry from 
the "by heck" characters of the 
comic strips. 

abreast of the newest agricultural 
methods^and findings. We take the 
lead in telling our farm audience their 
uses, limitations and local value. 
Because we do this so thoroughly, we 
enjoy the farmer's respect and confi- 
dence . . . which is so quickly trans- 
lated into SALES- FOR fcWIBW 

A IV „-.», ■ ■■ ■» w COLUMBIA S OUTLET ?C5 "iNSAS 


WIBW, Topek* * 


» KCKN. Bmmi City 





' ontinued from pagi 

sand would be nearer the numbei it 
actually affects. Listen and Learn com- 
bines the regular monthly station schedule 
with notes on educational features and a 
special educational log. Pictures of CBS 
stars arc also used in the four-pager. 

Another type ol special log is the 
weekly schedule of news, sports, and 
weather reports sent weekly to farmers 
and ranchers. KGHL, Billings, Montana, 
calls its mailing News and Weather. 

Program schedules offer numerous 
possibilities for sponsor as well as station 
tie-ins. An example of these is the com- 
bination used by WHO, Des Moines, 
which prints its weekly schedule on the 
back of a throwaway listing specially- 
priced articles available at the Jack Sprat 
Food Stores. It goes into 275,000 homes 
every week. WCCO, Minneapolis and 
St. Paul, was one of the first to use this 
idea while Sam Kaufman was sales pro- 
motion manager. KSTP in the Twin 
Cities has taken over the WCCO deal 

In many areas the sponsor's only 
medium for giving listeners detailed in- 
formation about his show is the station 
fan magazine or newspaper. 

The KMA Guide of Shenandoah Iowa, 
which goes to 20,000 families at $1 a year, 
is an example of a monthly fan magazine 
which is sold. It takes advertising. 
Typical of the tabloid-newspaper type of 
fan paper is Mike Notes, an eight-page 
monthly publication of WDAY, Fargo, 
N. D., which also is $1 a year. Started 
this past October, its circulation is 
already 5,600. 

Some stations go in for package publi- 
cations such as the deal which Harry S. 
Goodman, New York transcription firm, 
has worked out with the American 
Broadcasting Company and 14 affiliates. 
It enables the stations to reach listeners 
with program information in a slick, pro- 
fessionally-produced eight-page magazine, 
The WAAA* Listener, every month at co- 
operative prices. Local copy is sent by 
each station to Goodman in New York, 
and he uses it for half of the stations 
edition of the magazine. The WTHT 
Listener (Hartford, Conn.) sells for 50c 
a year, but the majority are given away. 

Listen (no connection with Goodman's 
Listener) is an example of a tabloid fan 
paper published by a station in coopera 
tion with a sponsor. WSAZ, Huntington. 
and the three stations of Evansville on 
the air, Evansville, Ind., WGBF iNBQ, 

i h edition ol I rto.« n Kv it- sta- 

WEOA(CBS),andWMLL(FMi, use the 
same general formula for their two publi- 
i ations. This is because name and format 
are the property of The Creasy Co., 
Louisville, Ky., which owns the two local 
food chains concerned in the deals. 
Triangle Food Stores pays for publication 
of the WSAZ four-page Listen except for 
the schedule page, and, similarly, United 
Retail Merchants of America for eight- 
page Evansville Listen except for schedule 
pages. The back page of each paper is an 
ad for the food chain or a member store. 
(This is an expansion of the single-page- 
log throwaway, which gives readers addi- 
tional information about programs and 
their sponsors on the back of a price list.) 

In a promotion tie-up with local the- 
aters in the area, free tickets are given to 
persons whose names appear scattered in 
the editorial copy of the WSAZ Listen. 
This is featured on Triangle's daily 
broadcast. Participating theaters have 
exclusive right to advertise in Listen and 
do. The other paper has a similar theater 
tie-in but in its case the names appear in 
the advertisement on the back page. 
Listen is distributed free to 25,000 homes 
through 1 10 Triangle stores in Hunting- 
ton's area, while in the Evansville area 
it goes to 20,000 homes through 135 
URMA stores. 

Mrs. America doesn't live for daytime 
serials alone, as the women's director of 
any station can and does testify. She 
not only listens loyally to her favorite- 
heroine in search of happiness but also to 
her home service broadcasts, and she 
reads the latters' printed magazines and 
bulletins. Simpler types are usually sent 
free on request; others cost something, $1 
being the usual top for a year's subscrip- 
tion. There's a tremendous variety in 
presentation, etc., but most home service 
magazines include articles and notes on 
homemaking problems other than cook- 
ing, plus fan articles. 

An example of the personalized, homey 
slant is Kitchen Klatter, another KMA 
organ. It's as intimate and old-fashioned 
as its title implies. Forty thousand 
readers not only pay $1 for the 12 issues, 
but write for it. There's a preponderance 
of pictures, news, letters, and stories by 
and about listeners. Kitchen Klatter sells 

In contrast to Klatter' s homely slant is 
the sophisticated treatment and modern 
layout of WEEI's Food Fair (Boston), 
which goes monthly to 5,000 for $1 a 
year, with a thousand more mailed free 
to agencies, advertisers, etc. It accepts 
advertising which is free) only from 
sponsors of the Food Fan program. The 
magazine ties in with retailer displays of 

Food Fair products and with the Food 
Fair demonstration booth in Faneuil 
Hall. A Boston firm has just published 
the magazine's Grandma Sez articles in 
book form at $2. 

Occasional publications based on per- 
sonalities or feature material on a pro- 
gram are issued by stations. In some 
cases, as that of the WLS, Chicago, 
Family Album, the publication becomes a 
grand annual "reminder of favorite pro- 
grams. The Album, with its pictures of 
stars, station personnel, and stories about 
their activities, was first published in 
1929 and has sold 40-60,000 copies every 
year for 50c each. 

Station publications are good station 
business and when their millions of lines 
about radio and its programs are really 
tapped by sponsors, agencies, and the 
networks, anything is liable to happen — 
and probably will. 


(Continued from pagi 

gives the sponsor many more times the 
sponsor identification than he'd receive 
if he tied the station down contractually 
to a tight commercial time schedule. It 
does make checking very difficult but 
sports sponsors want their checking at 
the point-of-sale. If the broadcast sells 
products, it's good. If it doesn't, the 
number of commercials broadcast have 
nothing to do with the case. Some adver- 
tisers, like Atlantic Refining, which 
sponsors the leading football games in the 
East, key their broadcasts to point-of- 
sale by having the listeners pick up sports 
schedules or forecasts at dealers. 

One thing that sports sponsors have 
learned is that with very few exceptions 
listening indices of stations have very 
little bearing on who listens to sports 
programs. If the event's a big one, fans 
will listen to any station that can be 
tuned in in their area, and have been 
known to listen through static that would 
make any other kind of listener tune 
another station quickly. There arc 
ceptions where stations have developed 
sports identities — for example, WHN, 
New York. As long as the station has 
power to reach the territory which the 
sponsor is out to reach, it is the average 
agency's feeling that the program will do 
the rest — if the events are top-drawer 
sports. However, when day-by-day, 
week-by-week sports programing is sched- 
uled, the station and the station's audi- 
ence do mean something. That's where 
the contract haggling begins . . . and the 
riders come out of the salesmanager's 



a SPONSOR monthly tabulation 

Contests ar 

id Offers 




Day & 





(If Set) 



Fred Waring 

11-11 :30 am 

Recipe for Fred Waring Stew 

Write sponsor 








10-10:30 pm 

Baby book 

Write sponsor or station 




Carey Salt 

The Shadow 

5-5:30 pm 

$100 gold wrist watch each for man A. 

Write letter-entry of 100 words or less on new 
uses of Carey Salt to sponsor at stations 




Shave Cream 

Can You 
Top This? 

9:30-10 pm 

$11 cash 

Jokes sent to program and used win $1 1 . Sender 
loses $2 (up to $8) each time joke is topped 




Shampoo & 


Hour of Song 

9:30-10 pm 

3 days in New York for two as sponsor's 

Name titles of the 2 selections played, popular 

and classical; tell in 50 words or less which 

preferred & why 




Wonder Bread; 
Hostess Cake 

Grand Slam 

11:30-11:45 am 

Miscellaneous prizes. Chance at $100 
savings bond bonus 

Send 5 questions about music to program. New 




Your Sports 
Question Box 

1:15-1:30 pm 

$5 or $50 

Send to Leo Durocher, ABC, New York, a ques- 
tion on any sport or game. Each question used 
wins $5; sender of best question of week wins $50 



Old Dutch 

Nick Carter 

6:30-7 pm 

Quickut stainless slicing knife 

Send 35c &. pictures from 2 cans of product to 
Old Dutch Cleanser 





This Is Your 

8:30-9 pm 

Chart to help estimate needed family 

income for years before youngest child 

finishes high school 

Send postcard to sponsor c 'o local station, or 
phone local representative 


~— ~ 



GE House 

MWF 4-4:25 pm 

Booklet, "Planning Your Home for 
Better Living Electrically" 

Send 25c to dealer, or to Art Linkletter. Box 4. 




Baker's Choco- 
late; Calumet; 

When a Girl 

5-5:15 pm 

Booklet, "Walter Baker's Chocolate 

Send coupon from Baker's Chocolate package & 
15c to address on coupon 



Cake Flour 


2:40-2:45 pm 

Booklet, "Better Meal Planning for 

Send 10c to Betty Crocker at sponsor 



Junior Miss 

Judy 'n Jill 
'n Johnny 

12-12:30 pm 

Successful applicants play Judy & Jill 

one bioadcast each, receive regular fee; 

permanent selections made from group 

at end of contest 

Write program. New York, for application blanks 

& full information: judges audition successful 





Jean Sablon 

7:15-7:30 pm 

Booklet, "DuBarry Home Course" 

Write sponsor c/o local station 





What's Doin', 

2-2:25 pm 

Gas range to "outstanding mother of 
week." Gift to winning letter writer 

Write letter-entry about outstanding mother 
to mc 





A Date With 

Tues 8:30-9 pm 

Date book 

Write sponsor 





Dr. 1. Q. 

10:30-11 pm 

Up to $250 cash plus bonuses 

Send program 6 statements to be answered yes 

or no; send 9 biographical identity clues to 

famous personality. Judge selects winners 




Quiz Kids 

Sun 4-4:30 pm 

Zenith portable radio; Zenith console 

Send questions to program. If used, listener 

gets portable; if Quiz Kids are stumped, listener 

gets radio-phonograph 



Pet Milk 

Mary Lee 

Sat. 10:30-11 am 

Booklets, "Meals Men Like;" "Your 

Write sponsor or program, local station 





Dr. Malone 

1 :30-1 :45 pm 

Crisco cook book 

Send 10c to sponsor 



Aunt Jemima 

M uffets ; etc. 

Ladies Be 


3-3:15 pm 


6:30-6:45 pm) 

Electrical household appliances 

Send question to program. Judge selects winner 



Farm feed & 
cereal product: 

Tom Mix 

Sat 1-2 pm 

4 teaspoons by International 

Send 1 Instant or Regular Ralston box top & 
50c to sponsor 





Exploring the 

9-9:30 pm 

Booklet on subject of each broadcast 

10c each. 13 for $1. Address sponsor. New York 






8-8:30 pm 

Lighter to sender of subject used. Two 
table lighters if studio contestants are 
stumped. Grand prize table lighter 
with matching silver plated cigarette 

Send to program subject about which 20 ques- 
tions may be asked. Wins premium if used 



Dresses & 


11-11:30 am 

First prize twelve Teentimer dresses 

(one tor each month of year); nine 

prizes, one dress each 

Look at week's Teentimer styles in local shop. 

Send entry-letter up to 75 words on style favored 

and why to sponsor 





2-5 pm 

Album of Victor Red Seal operatic 

records to listeners whose questions are 

used on program 

Send questions to Opera Forum Quiz, c o 
sponsor. New York 


Mar 15 



Voice of 

7-7:15 pm 

Booklet, "Communist Infiltration in 
the U. S." 

Send 10c to sponsor's Economic Research Dept.. 
Washington. D. C. 




New Yoi k 

Sun 3-4:30 pm 

Copy of intermission talk on science 

Write sponsor's radio department, New York 





Ted Malone 

11:45-12 am 

$5 to $50 cash 

Prizes for original poems sent to program 

selected for Malone's Between the Bookerds 

page in Radio Mirror 





Lectric Shave 

William L. 

Sun 5:45-6 pm 

Month's free supply of Lectric Shave 

Write sponsor local station 


Oh Henry 


4:30-5 pm 

$100 reward from "True Detective 

Notify FBI and True Detective Magazine of in- 
formation leading to arrest of criminal named 
on broadcast 


JNUARY 1947 



This is the poll season. Motion Picture Daily's 
program tabbing (first of the radio trade 
paper surveys each year) gave NBC 12 
firsts, CBS 9. ABC 3 (two won by Bing 
i. roeby), and MBS 1. The Cleveland Plain 
Dealer check (November Sponsor) gave 
NBC 8 firsts, ABC 4. CBS 3, and MBS 0. 

Westinghouse's Christmas Safety Campaign 
was a variation of the usual yuletide razzle- 
dazzle. Instead of White Christmas all the 
stations owned by Westinghouse -KDKA, 
jingles which stressed the fact that "Santa 
loves safety." Bill Galleher (KYW.) and 
Gordon Hawkins, education director of 
Westinghouse Radio Stations, disked the 

WLW latest addition to its "Fax File" is a re- 
port of 156.246 "merchandising contacts" 
during the first six months of 1946. This 
includes 15,340 actual dealer and district 
representative calls made by WLW mer- 
chandising men. 

8MB issued new maps which will avoid mis- 
use of BMB data and announced that it's 
going to control rules and regulations for 
the use of BMB figures. 

Fashion news for grandmothers may be the 
basis of a new column by Tom (Breakfast in 
Hollywood) Breneman. A recent survey 
indicated that he has the grey-haired follow- 
ing of the nation. All that Breneman 
needs is a good ghost writer who knows the 
50-70 styles. Dialers really feel he knows 
fashion ever since that screwy-hat cam- 

KMBC is fighting traffic deaths as Kansas 
City's death toll rises. All the station's 
stand-by breaks and $1,000 in prizes (raised 
by the Women's Chamber of Commerce) 
have been thrown in to combat the street- 
crossing grim reaper. Kansas City used to 
have a top record for traffic safety but 
that's been lost somewhere. KMBC is out 
to bring it back. 

WSAI's style expert visits the fashion centers 
just as the key fashion experts of the news 
services and newspapers do. Kay Hamilton, 
whose Time for Calling is sponsored by 
Alms & Doepke, Cincinnati department 
store, will spend a January week in New 
York, disk her report while seeing what's 
new in fashions, and ship it home for airing 
on her show. This adds materially to her 
air acceptance as a style authority . . . and 
to her audience. 

Parmelee Cusack has opened an office where 
he'll double as art director-designer. Cusack 
until recently was art director for NBC. 

WTIC's fire prevention promotion drew entries 
from 85 schools in 43 Connecticut cities, a 
total of 550 posters designed by students to 
sell fire prevention. The best sixty were 
shown in Hartford's leading art gallery 
(Avery Memorial I and the winning poster 
is being reproduced for state- wide showing. 
Four hundred dollars in U. S. Savings 
Bonds were the prizes. 

Lipsticks for editors or their wives, went forth 
from Jean Sablon in December. Sablon 
asked that the editor's favorite color (or his 
wife's) be sent him on cleansing tissue. 
Two hundred pieces of tissue came in and 
were handled by the Hudnut (sponsor) 
agency, Kenyon and Eckhardt. 

"Colorado Speaks" has won another award for 
KLZ. For the third consecutive year KLZ 
won the Denver Ad Club award for the best 
local program of the year. Colorado Speaks 
is the station's bid for better newspaper- 
radio relations. 

Agencies and clients meet Carolina Hayride 
in a two-disk album which has gone to 1,000 
of them from WBT, Charlotte, N. C. The 
station recently opened its folk-music shin- 
dig for sponsorship, in 15-minute or larger 
segments, from 9:45 -11:30 p.m. Saturdays, 
and took this manner of introducing the 
cast to prospective bill-payers. Each 
Carolina Hayride star does a number for 
the album. 

Words built from letters in the sponsor's name 
produced over 500 entries in a contest 
sponsored by Filene's Department Store 
over WTAG, Worcester, Mass. The idea 
was to see how many words could be pro- 
duced, sans proper names, abbreviation- 
prefixes, suffixes, or foreign words. The 
winner, a woman, received a suit from 
Filene's at a recent broadcast. The idea is 
an ideal way of driving home a sponsor's 
name without shouting. 

It wasn't a form of criticism but Ted Husing 
■■WHN I, now a disk jockey, received an 
ancient Columbia Graphophone from Benny 
Goodman as a reminder of what happens to 
spinners of cylindrical disks (they're mostly 
dead said B. G.). It all happened at a 
typical musical party at New York 

WSJS built a Children's Chorus and found all 
the 13 elementary schools of Winston- 
Salem, S. C, WSJS's home town, thrilled to 
cooperate In one program the station 
reaches into the home of every child in its 
primary area. 

"C. C. D. A.! — C. C. D. A.! — C. C. D. A.! — and remember, children. 
C. C. D. A. means Christopher Columbus Discovered America! 
Yes, C. C. D. A. means Christopher Columbus Discovered America!' 



(Continued fro-ii /aye ii) 

making a mail pull through the medium 
of paid space advertising, set up special- 
ized mail departments, or turn the job 
over to a competent direct-mail firm. 
When it comes to radio, the operation for 
the most part is handled sloppily, or is 
delayed so long that the letter no longer 
has current interest. 

That is not true of mail handling at 
networks or big independent stations. 
There, audience mail, with the exception 
of unanswerable crank letters, gets 
prompt attention. Replies are made 
within a week in most cases, although 
each of the networks receives from two 
to three million letters a year. 

This has been the case almost since 
radio first became a big national adver' 
tising medium. Networks continue to 
bend over backwards to do the job, but 
radio advertisers, acutely conscious of 
their mail in radio's early days, have not 
kept pace. 

Network handling of mail indicates 
that the usual agency alibi that thor- 
oughness cannot be maintained with 
speed is another classic bromide. Slow- 
downs in mail-answering are caused 
by complicated and ofttimes unnecessary 
routing of the mail between the net- 
works, agencies, and clients. 

The other "out" most frequently 
heard is that the mail handling does not 
pay its way. It can. One enterprising 
drug sponsor, rather than plug several 
products on the air and risk losing com- 
mercial impact, contents himself with 
heavy air selling on one product and 
inserts leaflets in program mail answers 
to advertise other products. 

Conti Products, shampoo and toilet- 
ries manufacturer, uses its mail pull of 
some 3,000 letters per week to build a 
mailing list of consumers already sym- 
pathetic to the product and program 
for sampling and consumer promotion. 
(Cost of compiling this list is $150 for 
10,000 names.) 

Listener letters also serve as sources of 
air commercial and testimonial material. 
One agency routes all letters that men- 
tion product use or name through the 
copy department. Agency theory is that 
it enables them to keep copy in step with 
current listener reaction. 

The delay factor according to most 
mail handling authorities is the triple play 
network to agency to sponsor. It is in 
this movement that letters get side- 
tracked, delayed, and mishandled. 

In this respect, the P. & G. system, 
under which one-third of the mail gets a 

written reply, is a model of confusion. 
Program mail for Procter and Gamble is 
bulked by the network, sent over to the 
agency for a mail count, thence to P. &i 
G. for a brand, program, and content 
tabulation. It then goes back to the 
agency for further handling and routing, 
and finally returns to P. & G. and the 
warehouse. Handling of mail that should 
be answered in a matter of days some- 
times takes as much as two to four weeks. 

This may be contrasted with the sys- 
tem worked out to handle the mail on 
Twenty Questions for Ronson Art Metal 
Works, Inc. Originally set up by 
Mutual and a New York direct-mail firm 
named Playette, mail on Twenty Ques' 
tions, which often tops 35,000 a week, is 
forwarded daily by Mutual to Playette, 
where a staff of 28 trained readers go 
through most of it the same day and 
answer it the next. Weekly sessions are 
held at the agency, Cecil & Presbrey, at 
which time network and agency pro- 
ducers and the program mc are given a 
detailed analysis of the mail by Playette. 
Letters outstanding in the way of pub- 
licity or copy ideas are brought promptly 
to the attention of sponsor, or agency 

Both Ronson and Cecil and Presbrey 

in '47 

are confident that the job is being done, in 
taking the 35,000-letter burden off the 
agency's back and placing it with a sys- 
tematized organization awake to the 
problems of audience mail. All mail on 
TwentyQuestions receivespersonal answers. 

Proper handling of fan mail, like in- 
telligent creation and spotting of com- 
mercials, takes time and energy. It's 
much more fun to write a "clever" play 
or continuity and have it played by 
name stars than it is to create a commer- 
cial that will sell the sponsor's product. 
It's easier to do either than it is to turn 
the fan mail that costs on an average of a 
dollar a letter to obtain into product fans. 
P & G, like so many other sponsors, can't 
see the stars because the sun in the 
sky, but it's the little stars in the form 
of mail that can and should make broad- 
casting pay off with bonus sales. 

With wartime excuses a thing of the 
past, and competition the next major 
factor in national economy, improve- 
ments in handling, faster routing, and 
more thorougher reading, will have to be 
established. Otherwise, advertisers and 
agencies alike will feel the pinch of 
annoyed-listener frustration in radio 
selling. Listeners will be turning their 
dials and their dollars . elsewhere. 

• • • the station that reaches 
the BUYERS* in the rich 
Eastern Iowa Agricultural- 
Industrial Market. At 600 Kcs 
— Iowa's Best Frequency. 

* $4,824 per family effective buying 
income—Sales Management 1946 Index 

Member of 
Mid-States Group 

Represented by 
KATZ Agency 




I ' ontinuedfr tm \><iv 

listeners for both the salt and Blue Coal 
businesses. It's mother and sister, how- 
ever, who are the major interests of 
George Barr who sells Balm Barr Creme- 
\V hipped Lotion and Creme Shampoo in 
the South and through the Don Lee 
network on the Pacific Coast. Arthur 
Meyerhoff & Company, the advertising 
agency on the account, has also bought 
The Shadow on transcriptions for 10 
individual stations where Mutual time 
or where The Shadow wasn't available 
on the network. These stations include 
WOWO, Fort Wayne, Indiana; VVSAM, 
Saginaw, Michigan; KXEL, Waterloo, 
Iowa; and KGLO, Mason City, Iowa. 

Barr bought The Shadow because he 
didn't want to wait for an audience; 
also because the listeners-per-listening- 


Money in n 

High Quality 


is the combination that 
WRNL in Richmond offers. 

With a high-average 
per capita income- 
Richmond . . $1,445 
U. S $1,117 

Plus a high-average per 
capita retail sales — 

Richmond . . . $563 
U. S $321 

Your WRNL advertising 
means greater sales return 
for each advertising dollar. 

910 KC 

set for The Shadow have frequently 
topped any other program on the air. 
At times, it has risen to a 3.3 when the 
average program has 2.5 listeners per set. 
Barr, like Carey and Blue Coal, at the 
moment is spending practically all his 
advertising cash on the air. What the 
three major sponsors of The Shadow 
spend to bring the show to their custom- 
ers is an indication of what the program 
is doing for a beauty preparation, a fuel, 
and a home-and-farm product, since 
only the first, Barr, isn't number one in 
the territory he serves. 



Blue Coal 


SI 45.000 

Other Ad 


EDWARD yrrav tco., inc., 


♦Includes S20.000 lor radio program advertising 
in newspapers and $18,000 for radio in Canada. 

There are other mystery programs on 
the air that are good but none of the 
day timers touch The Shadow — in fact 
no program tops the daytime ratings 
so often as this inexpensive package. 

There's a Shadow Comics as well as a 
The Shadow magazine now. Each of the 
magazines carries double-page spreads 
listing the stations which carry the pro- 
gram for each of the network sponsors 
. . . Balm Barr uses 90, Blue Coal 35, 
and Carey 84 stations. 

The Shadow is a big business within 
itself. It has a family of free lance pro- 
gram writers who do the air show. It has 
Charles Michelson who devotes most of 
his working day to handling the show for 
Street and Smith. The parade of Shad- 
ows includes not only Readick, Welles, La 
Curto, but also Bill Johnstone, John 
Archer, Steven Courtleigh, and Bret 
Morrison. When the show hits the air 
from Mutual Broadcasting System's 
New York studios, the set-up is slightly 
on the fantastic side. The Shadow cast 
is in one studio. In another studio Don 
I lancock and the actor who plays John 
Barclay stand ready to do the Blue Coal 
commercial. In a third studio is Ford 
Bond and two actors who do the dra- 
matized commercials for Balm Barr. 
And in a fourth studio there's Dick 
Willard ready and able to give with the 
Carey Salt farm and home selling. The 
master control at MBS during the 
Shadow airing always has a good case of 
the jitters. Blue Coal's commercials are 
routed to New England and the area it 
covers. Balm Barr and Carey Salt 
selling is routed to Washington, D. C, 
where' it's rerouted so that Carey 
Salt commercials go to the Middle 
Northwest and Balm Barr to the South. 
The program itself sans commercials is 

piped to Hollywood where Pierre Andre 
stands ready with special commercial 
announcements for the Don Lee chain 
section of Mutual. Everything actually 
runs as smoothly as a well-oiled clock 
but that's only because MBS engineers 
are ambidextrous and are becoming 
accustomed to monitoring one switch- 
board per eye. 

There are still a number of legal ques- 
tions on The Shadow air show. Ruthrauff 
and Ryan feel that the program belongs 
to Blue Coal. Street and Smith are 
certain that the program as well as the 
magazine belong to them. R. & R., who 
produce the show, are paid $250 a week by 
Street and Smith to make certain that 
there's nothing in the Shadow script that 
would offend the other sponsors. That 
fee helps to pay for the split-second 
timing that permits the four announcers 
to come out on the nose. In the last 
exchange of letters between agency and 
the publishers, H. W. Ralston, vp of 
Street and Smith, underlined the S. & S. 
claim that The Shadow is Street and Smith 
property. Every show that is aired 
stresses this. 

Idea on how some listeners react 
to even the e. t. versions of the program 
can best be understood through the fact 
that when Lustig's Shoe Store sponsored 
The Shadow on WFMJ in Youngstown, 
Ohio, the advertising manager, Sid 
Kline, was credited by Youngstown's 
younger generation with being the black- 
cloaked gent himself. The result was 
that while the program was on the air 
Kline had to disappear for a half hour, 
so as not to disillusion the moppets. 
Lustig's program is off the air now be- 
cause no Shadow transcriptions have 
been recorded for two years — the net- 
work show covers so much of the nation 
that it hasn't been economical to con- 
tinue disking the show for the few open 
territories. But they're repeating avail- 
able Shadow e.t.'s in many territories 
that haven't heard the early episodes; 
116 weeks of transcriptions are avail- 
able and since in a town like Youngs- 
town these e.t.'s brought the sponsor an 
audience rating of 16, which is better 
than 94 per cent of all network shows, 
local advertisers buy it — even if it isn't 
The Shadow of today. 

The Shadow also answers a question in 
the minds of hundreds of timebuyers — 
Mutual Broadcasting System can deliver 
a top audience at a low cost per thousand, 
iftheprogram, time, and competition are 
right. There's the first coal company in 
the East, the first salt company in the 
Middle West, and Balm Barr in the South 
and Pacific Coast, to prove it. 







HILE the Federal Communi- 
cations Commission was 
weighing the relative merits 
of CBS color and Columbia's plea that 
standards be set for the airing of multi' 
chrome pictures, the program end of TV 
took further bows during December. 
John Wildberg, lawyer and theatrical 
producer, founded a televisional produc' 
ing organization and joined DuMont in 
an advisory capacity. 

The Caples Company, advertising 
agency, which has been producing a 
"soap opera" at night on WABD (Du- 
Mont), checked its audience and dis- 
covered that a considerable number of 
viewers had looked in on all the episodes 
it had telecast (eight at time of check- 
ing). Not only had a sizable number of 
receivers been tuned to WABD for the 
drama but there were more men in the 
audience than there were women, which 
may indicate that if men could hear day- 
time serials, they'd join the soap opera 
audience too. Only a small percentage of 
the viewers thought that the serial was 
poor — even the barrooms liked the con- 
tinued-at-this-time-next-week play. 

Indicating just how effective TV can 
be in spot news coverage, both NBC and 
DuMont covered a fire disaster in New 
York's Washington Heights and had the 
pictures on the air the same evening. 
Both brought the horror of the building 
collapse and subsequent fire vividly to 
every set owner in metropolitan New 
York. U. S. Rubber sponsored the 
DuMont telecast which was an American 
Broadcasting Company film-news cover- 
age, and a check-up revealed that there 
were very few sets that weren't tuned to 
either WNBT or WABD. 

Year-end statements by radio receiver 
manufacturers indicate that the bottle- 
neck to rapid FM growth (December 
Sponsor) may be broken far sooner than 
expected because of the fact that the 
public in many areas just won't buy 
straight standard broadcast receivers. 

These year-end statements are acting 
as springboards for the Frequency Modu- 
lation Association meeting January 10 in 
Washington, when once again the FM 
station licensees will get together to sell ' 
the nation on frequency modulation. 
There'll be more than 500 at the meeting, 
which has the blessing of the Federal 
Communications Commission. For the 
first time since Frequency Modulation 
Broadcasters, Inc., became part of the 
National Association of Broadcasters, 
there'll be some action for the FMers. 

Comic-strip advertising will come of age 
in facsimile. Already comic strips are 
being tested on FAX experimental sta- 

tions as part of the service which will be 
made available (at a fee) to users of 
Hogan (Radio Inventions, Inc.) or Finch 
(Finch Telecommunications, Inc.) equip- 

The problem of programing has raised 
so many difficulties from a service point 
of view that managers of stations owned 
by the same interests have frequently 
been on opposite sides of the FAX pic- 
ture. WKY's P. A. Sugg, for instance, 
being in the home town of a Caylord 
newspaper, The Daily Oklahoman (which 
owns WKY), has access to all the ma- 
terial of the publication and has been 
very pro-FAX. On the other hand, Hugh 
Terry of the Gaylord station KLZ, being 
in a town (Denver) which is anti-radio as 
far as the press is concerned, hasn't been 
even casually interested in the medium. 
With the parent FAX organization, how- 
ever, setting up a program service (even 
if it is only a feature, not a news, service 
to start) all advertisers and stations will 
have enough material to do experimental 

Features that are being planned for 
Finch FAX include illustrated fairy tales, 
How to be a Cartoonist, and a number of 
humor and adventure strips. Art for 
these strips cannot, for maximum effec- 
tiveness, be the same as that developed 
for daily newspapers or the comic pulp 
magazines, especially since the latter 
almost all use color and FAX, for the 
time being at least, will be a black-and- 
white medium. Since the strips can be at 
the most four panels wide, the story must 
also be told more quickly, which means a 
change in writing technique. 

Problem of what will be and what will 
not be good advertising is also in the ex- 
perimental realm. Some advertising 
agency men who are already preparing 
copy for the medium (for their own 
amazement) believe that full-page ads 
(8}^ by 1 1 inches) will hold a maximum 
of attention in the medium, which of 
course transmits one page at a time. 
Others feel that advertising placed on 
straight news or feature pages will com- 
mand 100 per cent attention. Still others 
feel that "sponsored features" or comic or 
adventure strips will be the answer. 
While still a final group feel that adver- 
tising in FAX should be entertainment 
with the commercial worked into the 

Both the Finch and the Hogan or- 
ganizations are now in the field-testing 
phase of FAX development and the pro- 
graming service which is being made 
available, on an "exclusive in your city" 
basis, will aid advertisers to get their feet 
wet in the medium. 





It's Time to Sweat 

THE rising cost of talent is one of 
the major problems that faces 
broadcasting. One of the reasons 
for this rising cost is an unwillingness on 
the part of most agencies and advertisers 
to build programs to ride along with a 
program while it's building to bum the 
same midnight oil in reaching radio ears 
that they burn seeking the ideal copy 
slant for black-and-white copy to re- 
place dollars with creative brains. They'd 
rather buy a star or a program that means 
something to an audience from the first 
mike day. The "prestige'" of a Crosby 

or a I lope, a Shore or a Sinatra frequently 
outweigh all other considerations 

It's not necessary to dip into the U. S. 
Treasury to use broadcasting profitably. 
The story of Johnson Wax which built 
Fibber McGee and Molly 'page 13) and 
Blue Coal which stuck by The Shadow 
(page 24 1 can be duplicated. It takes an 
organization that's willing to seek out an 
advertising man with radio know-how and 
that's willing to give him a free hand in 
developing a program property. Execu- 
tives who claim that they can't wait to 
build a program might be reminded that 
they usually seem able, after buying an 
expensive program that lays an egg for 
them for 39 weeks, to start with another 
top-budget show trying for that audience 
all over again. 

The executives who refuse to stand by 
a program that doesn't deliver in the first 
season are the same men who are willing 
to coax a product along for 5 to 10 years. 

Ford takes a year or so to tool up a 
new line of cars, but he's unhappy because 
Dinah Shore hasn't established a listening 
habit for him in six months. Old Gold is 
said to be worrying about Frank Sinatra, 
despite the fact that he now has his best 
show formula since he first permitted a 
mike to hold him up. P. Lorillard's 
memory must be short since it took 
several times five years to get Old Gold 
to first base with smokers. If Lorillard 
threw cigarette brands overboard as 
readily as they've thrown out programs, 
they'd never have come through with a 

True, Ford and Old Gold have bought 

top-budgeted shows, programs they feel 
they can't afford to keep on the air unless 
they produce listeners at once. Maybe 
they should have followed the Fibber, 
Shadow, or even the Buffington ipage 20) 
foi inula, bought an idea they were sold 
on, and turned it over to a man who 
knew his radio business. 

There are hundreds of low-cost pro- 
grams on stations throughout the nation 
that with half the effort that went into 
Fibber or The Shadow would build into the 
"First Fifteen." Programs like Little 
Women (Commercial Reviews, November 
issue), have everything that's needed to 
make them great. These programs aren't 
polished products now, but the way to 
fight the high-cost program is to use 
brains and sweat to replace master-mind- 
ing. If programs cost too much (and any- 
thing that produces seldom costs too 
much i it usually can be traced to the men 
who pay the bills, not to the stations or 
the networks. The story of Lever 
Brothers, who were complaining about 
program costs one week and went out and 
bought Joan Davis for $18,000 the next, 
is a case in point. Joan is 18th on the 
last Hooperating. Inner Sanctum, the 
19th show, 0.3 of a point behind it, costs 
less than 20 per cent of what Joan does 
per broadcast. 

High-budgeted programs are that way 
because it's easier on the nerves to buy 
names than to build them. Red Skelton. 
Mr. D. A., Screen Guild, and Suspense all 
cost less than $10,000 and all are in the 
"First Fifteen." Do they deliver buying 
audiences? Thev do! 

40 WEST .12nd 

Anyone can get out a good first issue — 
the trick is to get out even a better second 
one and to keep up the improvement. I 
think you've done a swell job in this 
direction and have slanted it (second 
issue) more to the sponsor than Volume 
1 , Number I . 

Philip Frank 

Executive Secretary 

Broadcast Measurement Bureau, Inc. 

Every issue has just sot to be better than its 
predecessor since industry cooperation in- 
creases by leaps and bounds . . . and we 
hope SPONSOR reflects that cooperation. 

I heard about your FM story from 
Ray Streeter (ad-manager) of the Carey 
Salt Company before I even saw it. 
Ben Ludy 
General Manager 

Since SPONSOR is edited for sponsors, it's 
indicative of what the publication is doing 
when a sponsor tells a station manager what's 
in an issue before the station manager sees it 

The editorial content of the first two 
issues indicates an approach to a continu- 
ing study of the things which have made 
broadcast advertising so eminently suc- 

William S. Hedges 

Vp National Broadcasting 

Company. Inc. 

That, as Mr. Hedges went on to point out in 
his letter, is part or the basic credo upon which 
SPONSOR was founded. SPONSOR exists 
so that broadcast advertising may be increas- 
ingly more effective. 

It occurs to me that inasmuch as this 
reporter i author of the Hi Brown Know 
The' Producer profile* indicates I didn't 

have enough sense]to recognize a budding 
genius when I saw one, it may be that I 
can sue him for defamation of character, 
or something. 

Arthlr Pryor, Jr. 

Vp in charge of radio 


The "records " indicate that Arthur Pryor 
was just one of a multitude of advertising 
agency executives who couldn't see' Hi 
Brown in broadcasting's early days. The 
parade included John Reber, J. Walter 
Thompson vp ; Clarence Mesner, NBC 
Hubbell Robinson, Foote, Cone and Belding,- 
"Tiny" Ruffner and Douglas Coulter. 

Congratulations on the terrific feature 
"Right with Eversharp." in your Decem- 
ber issue I should like 60 copies of this 
issue at your earliest convenience. 

Harvey S. Olson 

Magazine Repeating Razor Company 



We asked our audience 

for help . . . and received itt 

Last month WLW announced 
a United Nations Essay Con- 
test. Open to all members of 
our audience, we used this 
means to try to determine 
how WLW could best con- 
tribute to the interest in, and 
understanding of, the United 

To the three persons submit- 
ting the best answers (in the 
opinion of the presidents of 
the state universities of Ohio, 
Indiana, Kentucky, and West 
Virginia) WLW awarded a 
4-day, expense-paid trip to 
New York by air to witness 
important sessions of the UN 
Assembly. The party left Cin- 

cinnati December 2, accom- 
panied by a WLW represen- 

The results of the contest far 
exceeded our expectations. 
The subject, while extremely 
important to us, was not one 
of mass appeal. Thus, we 
were both surprised and 
pleased when nearly 500 es- 
says were submitted— not just 
from students and teachers, 
but from listeners of all ages 
and in many walks of life. 
Most important, we received 
many practical, well-con- 
ceived ideas and suggestions. 

The three winners were . . . 

Miss Lucille Foreman, 
teacher of Journalism and 
American Literature, 
Harding High School, 
Marion, Ohio, 

Miss Hedvika Lucas, 16- 
year-old high school stu- 
dent of Cuyahoga falls, 
Ohio. Born in Czechoslo- 
vakia, Miss Lucas and her 
parents fled across western 
Europe just ahead of the 
Nazis and arrived in 
America in 1942 after sur- 
viving two ship torpedo- 

Edward R. Bartlett, Dean 
of DePauw University, 
Green Castle, Indiana, and 
now in his 24th year as a 
member of that school's 

The suggestions and ideas offered in the essays are being studied 
now and will serve as the basis for a series of broadcasts and 
activities which we sincerely hope will stimulate the interest of 
our listeners and contribute to their understanding of the con- 
cept of the United Nations. 

C R S L E Y 



/leveland's Chief Station 
relieves many an advertiser's burden 
— gives him the sales support that 
builds handsome profits. Better local 
programming and the drawing power 
of top-rated national shows have 

earned a ready, responsive audience 
for WJW. When planning your adver- 
tising budget, remember Cleveland's 
Chief Station can give you the aid that 
brings increased sales and makes 
lasting friendships. 


ABC Network 


850 KC 

5000 Watts 




50c • $5.00 per year 


DREW PEARSON: Crowded-Hat Salesman (page 9) 

Rate Cards and Timebuying • COD via the Air 
Disk Jockey Business • Selling the Campus Crowd 

The Zochery family of Warren County, Indiana 
WLS listeners for 10 years Mrs. Zachery. hole 
ing Michael; Alfred Zachery, holding Jirnrt 
ond Terence; 7-year-old Gweneth and Jocquitc 

THE Alfred Zachery family lives on a 160-acre farm near Judy ville, 
Indiana. They have about two thousand dollars invested in ma- 
chinery and equipment. Last season, Mr. Zachery had 86 acres in 
corn, another 45 acres in soybeans, and raised a few hogs, while- 
Mrs. Zachery tended the flock of 125 chickens. More important, 
they are raising a fine crop of young Americans— three hoys, Michael 
who is 6 months old, Jimmy, 2 and Terence, 4; and two girls, Jaquita, 
5 years old, .um\ Gweneth, 7. The youngsters ha\ e their own favorite 
livestock: a pony, a goat, and a dog. 

The Zacherys moved to Indiana from Kentucky. They had been 
regular WLS listeners there . . . when they moved to Indiana, they 
found WLS broadcasts even more useful. "You have helped us in 
so many ways," Mrs. Zachery says. She points out how Dinner Hell 
Time, weather reports, farm news and other WLS programs filled 
their need for information on Indiana soils, weather and farming 
methods. Their favorite entertainment program is WLS Smile-A- 
Wliile at 5 a.m. and they are regular Prairie Farmer readers. 

It is on this home and family, and the homes and families like 
diem throughout Midwest America, that the microphones of WLS 
have been focused for 23 years. It is our intimate interest in their 
problems, the service and entertainment we give them, that have 
made them such loyal listeners to WLS . . . anil upon loyal listeners 
depend advertising results. 

890 kilocycles, 50,000 watts, American affiliate. Represented by John Blair and 
Company. Affiliated in management with KOY, Phoenix, and the ARIZONA 
NETWORK KOY, Phoenix . . . KTUC, Tucson . . . KSUN, Bisbee-lowell-Douglas. 

—r^—e- ..SPONSOR REPO 












Newspapers wait anxiously for networks to announce rate increases. 
Plans in works will culminate in both "newspaper network" and indi- 
vidual papers announcing a lower milline rate within two weeks 
after major increase in network rates. Networks know this and any 
increase (there's bound to be one because of recent over-due sta- 
tion rate increases all over country) will be handled like case of 
eggs — with care. 

Crosley Broadcasting Corporation will sink over $500,000 in build- 
ing WINS (N. Y. ) into national and local factor in its market. In 
one week station added 29 new shows. Plans are to re-program out- 
let first, then promote it. 

Broadcast Measurement Bureau (BMB) has now issued very definite 
rules on how BMB station listening information may be used. Here's 
one standard causing mapmaking headaches: Maps must not only show 
BMB figures by counties but figures must be big enough to be read. 

Export radio in Europe is about to get special singing commercial 
treatment. Saving grace is that first of selling tunes will be 
sung by Elsa Miranda, of Chiquita Banana fame. Standard Brands 
sponsors . 

Mutual Broadcasting System is set to make itself first network in 
kid audiences. Recent ratings give it leading moppet shows. Edgar 
Kobak, spearheading drive to make MBS lead junior broadcasting 
field, turns up at every important educational conference sched- 
uled. There are plenty of programs in works for junior aside from 
4:30 to 6 p.m. strip. 

Rudy Vallee's show, which hasn't been acceptable to NBC (despite 
denials of this fact from agency (Biow), client (Philip Morris), 
and Vallee himself), has at last given up ghost. New Milton Berle 
program will replace it March 11. Berle hasn't been able to win a 
radio audience as yet but he's still "new" to most listeners and 
it's hoped he'll hit stride this time. His last CBS program got 
nowhere quickly. 

Idea that grass roots radio want folk music above everything is 
being blasted these days. Latest eruption is check-up by KX0K 
(St. Louis) which indicated 60 per cent want standard popular music 
and only 28 per cent mountain music. 

Over 70 per cent of plays used by "Dr. Christian" originate in 
annual "Dr. Christian" story contests, fifth of which is under way 
now. First award is $2,000 and $150 to $350 is paid for scripts 
used in weekly broadcasts (from contest entries). While broadcast 
fees are not far under present half-hour-play scale, contest does 
simplify huge job of selecting plays each week for presentation. 

















Scripts must be read for contest and those worthy of broadcast are 
chosen at same time. It's successful promotion and typical of job 
(Mrs.) Dorothy McCann has done on program since first broadcast. 
Chesebrough Manufacturing Company, Consolidated, is sponsor. 

Looks like trend that FioreLlo La Guardia highlighted, having Mayor 
or top state official report to people at regular intervals, may 
shortly be part of every important station's schedule. For example 
WJR (Detroit) has set twice-monthly broadcasts by governor, "Your 
Governor," and regular series called "Your Congress" in which 
Michigan congressmen will report to constituents. 

Proving it can be done, WCFC, Beckley, West Virginia, FM station, 
has just released figures which indicate one-fifth of city's radio 
homes have been made FM-radio homes by receiver sales in recent 
months . 

Although some expected "good-will" sponsorship would bow out grace- 
fully with end of excess profits tax, it hasn't. Of recent months 
John Hancock has bought Boston Symphony, without "selling commer- 
cials"; Goodyear Tire and Rubber has bought "The Greatest Story 
Ever Told," sans commercial; Reichold Chemicals has bought Detroit 
Symphony; and Equitable Life Assurance continues to sponsor "This 
Is Your FBI" despite fact that it is carrying all contracts it's 
permitted to in most of states it serves. NBC hasn't (as we go to 
press) signature on line for "NBC Symphony" but there are exactly 
three sponsors "thinking" about it at this moment. 

Federal Communications Commission will not set TV color standards 
for some time. Current hearings are exhaustive as they can be with 
color systems, aside from CBS', being nowhere near consumer opera- 
tion. Situation is just where it was when SPONSOR reported on "Big 
Four" in November. TV programs are getting better day by day, TV 
black-and-white sets are improving, and production figures are 
going up. There's still nothing wrong with TV that 100,000 re- 
ceivers won't cure. Look at how Bristol-Myers and watch companies 
are staking out rights to time slots on all operating stations. 

BBC (British Broadcasting Corporation) will do everything in its 
power to prevent operation of a "C" (commercial) network in British 
South Africa. Though without authority to do anything about 
matter, it's known that BBC representations have been made to South 
Africa Broadcasting Corporation against commercial broadcasting. 
This in spite of fact that little Radio Mozambique, located outside 
BSA, is doing whale of selling job in area. Recently it outpulled 
six magazines carrying identical appeal, producing 289 shillings 
for local Sterling Products distributor for test offer of face cream 
at 1 shilling per offer against nearest magazine pull of 159. 

Thirty-three grocery manufacturers now sponsor storecasts in New 
England cities (Springfield, Hartford, New Haven, Bridgeport, Stam- 
ford, Norwalk) . Philadelphia aspects of service (no connection 
with New England operation) were reported in November 1946 SPONSOR. 


making hay with a hoedown... 

Ihen WFIL's "Hayloft Hoedown" 

celebrated its second anniversary on 

the air, it had played to an enthusiastic 

studio audience of almost 150,000 

pay-to-get-in admirers. 

Two years and a box office of 1 50,000 

barn dance fans in the downtown heart of 

the nation's third city! 

How does "Hayloft Hoedown" sell 

and keep selling? The answer — in a 

word— is SHOWMANSHIP. 

The thousands who pack Philadelphia's 

Town Hall, and the millions 

coast-to-coast who enjoy "Hayloft 

Hoedown" via the American 

Broadcasting Company, see and 

hear a darned good, appeal-packed show 

staged by a cast of veteran performers 

who know how to reach the people. 

The word is SHOWMANSHIP. 

"Hayloft Hoedown" is available now — 

ready to sell for you. The 

"Hoedown's" drawing power, like that of 

WFIL's forty-three other, different, live, 

locally-produced programs, proves 

conclusively, continually that 

"tv/ie^ie tAekeh bAotwrntiMb/ii/t, /Ae / i€^ balebnitvnbJiifi 



560 ffifofit ON YOUR DIAL 

®he ^htlagclphia inquirer Station 















Sponsor Reports 


Signed and Unsigned 




Candy-Soft Drink Chart 


Mr. Sponsor 


Know the Writer 


C. J. Durban 

Elaine Carrington 

New and Renew 


Contest Chart 


Mr. Sponsor^Asks: 


Sponsor Speaks 




40. West 52nd 




Published monthly by Sponsor Publications Inc. 
Executive, Editorial, and Advertising Offices: 40 West 
52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. 
Publication Offices: 5800 North Mervine Street, Phila- 
delphia 41, Pa. Subscriptions: United States $5 a 
year; Canada $5.50. Single copies 50c. Printed in 
U. S. A. Copyright 1947 by Sponsor Publications Inc. 

Fresjcrenrfiano? Fublisher: Norman R. Glenn. Sec- 
retary-Treasurer: Elaine C. Glenn. Editor: Joseph M. 
Koehler. Associate Editor: Frank Bannister. Art 
Director: Robert Lathrop. Advertising Director: 
Charles E. Maxwell. Advertising Department: Edwin 
D. Cooper (Pacific Coast-15" North Hamcl Drive, Beverly 
Hills, Calif.), Alfred Owen. Circulation: Milton Kaye. 

COVER PICTURE: Drew Pearson: crusader-hat salesman 
(See story[on page 9) 


Time and time again it's been proved that local operation 
is best for broadcast stations. Just as often it's been proved 
that a multiple-station owner is able to give each of his sta' 
tions something which they couldn't attain if they were 100 
per cent local. Apparently somewhere between 100 per cent 
local operation and a 100 per cent absentee ownership is an 
ideal arrangement. Two station groups during the past 
month have realized this, the Nunn Stations, with offices at 
Lexington, Kentucky, and the Marshall Field stations, with 
headquarters in Chicago. In the case of the Nunn stations 
blocks of stock have been set aside for station executives 
and in the case of the Field operations the station managers 
have been made members of the Board of Directors. That 
seems certain to make for better operations for the Nunn 
and Field stations. 

Seven to seven-fifteen p.m. is once again receiving the atten- 
tion it was accorded back in the days when this time period 
on the air was a star builder. Amos N' Andy (NBC) snagged 
their great audiences during this period and it was during 
the same period that Kate Smith (CBS) became the lady 
who came over the mountain. Today it's the Chesterfield 
Supper Club NBC) which is doing an outstanding job, in- 
creasing Lowell Thomas' audience which precedes the Club. 
and delivering a better-than-Thomas audience, most nights, 
to the programs that follow it on NBC. On certain nights 
it helps the Jack Smith (CBS) audience size as well. 

The spotlight is due in good measure to the top job that 
Martin Block (mc), Jo Stafford, and Perry Como are doing, 
but it's due also to the fact that Chesterfield, through its 
agency, Newell-Emmett Company, is really backing up the 
program prcmotionally. Not only have the car cards for 
Chesterfield's A-B-C campaign been devoted to Stafford_and 
Como but Chesterfield advertising during one month brought 
the attention of some 23,934,0% magazine buyers to the 
show. Chesterfield bought full pages on Supper Club during 
January in Life, Saturday Evening Post. American Weekly, 
Look, and Collier's. The space was bought during January 
because that's the month of peak listening. Instead of per- 
mitting the program to coast with its average of 12.5 Hooper 
(15.1 Tuesday) — January 15 report -the second highest 
rating for a 15-minute program on the air only Winchell is 
higher), Chesterfield did its major exploitation at that time. 


What started out as window dressing, the networks' Station 
Planning and Advisory Councils, have actually come of age. 
They mean something now. What they tell the chains around 
this time of the year (NBC and CBS groups meet in January i 
will manifest itself during the year ahead. These station 
men are out in the field. They know what's going on — they 
don't live in ivory towers. They have the problem of selling 
time, of holding their audiences, and of making money from 
sources other than their network checks. As a result when 
they lay it on the line at their SPAC meetings it's respected 
and weighed in network operations. One of the reasons why 
webs don't make their errors of omission of the past is 
SPAC. These groups are network radio's grass roots 



for 1947 

The very best in broadcasting 
service is Baltimore' 's right! 

That's why WBAL has continuously im- 
proved programs and facilities, through the years. 

Now that our war job is over and materials 
and personnel are more plentiful, here is a preview 
of some ot our plans for 1947 ... at a cost ex- 
ceeding three quarters of a millron dollars. 

1— A NEW HOME— Now under construc- 
tion, radio broadcasting studios — among the finest 
in this country. The quality and quantity of our 
studios will enable us to present ever greater pro- 
grams to listeners in this area. 


WBAL organization has been augmented with 
additional personnel that during 1947 will raise 
\\ BAL programs to new heights of excellence. 

3— TELEVISION— Within a short time, 
WBAL's television field car and personnel will be 
experimenting around the City. We hope to have 
WBAL's television station in operation in mid or 
late 1947. 

ING — WBAL has an application pending before 
the F.C.C. for a Frequency Modulation Station. 
Equipment for Facsimile Broadcasting has been 
purchased and experiments will begin as soon as 

We are proud to join with other progressive 
institutions in building for the future of Baltimore! 











V *21 counties, of the leading 
200 counties in the nation with 
within the BMB Area of WNAX. 

O *32 counties, of the leading 
200 counties in the nation with 
DOLLARS in 1945, are within 
the BMB Area of WNAX. 

'Sales Management 
"Survey of Buying Power'' 
May, 1946 

Articled Wilh 

The American Crocdcasting Co. 
WNAX is avcilcble with KRNT 
and WMT as theMid-States Group. 
Ask the Kati Agency for rates. 


A (?owie4 Statu*. 

C. •!. Durban 

Advertising Manager, U. S. Rubber Co. 

He's often called out of bed in the wee hours by someone 
calling long-distance to offer him special and sports 
events for his United States Rubber television shows. 
Oftener, he doesn't wait for the event to come to him... he's 
out signing it up as an exclusive, putting him in the unique 
position of No. 1 competition to NBC and CBS television. 

It's more than an interest — which he genuinely has — in 
the future of the medium that accounts for C. J. Durban's 
leadership in exploiting events tele-wise. These tele events, 
which he picks personally, are filmed and used again and again 
in dealer promotions for U. S. Rubber. The 35 main branch 
offices of his concern are equipped with sound projectors which 
local salesmen use to show the films to dealer and consumer 
groups. And U. S. Rubber gets its money's worth. Durban 
admits that such films as the Cleveland air races, a U. S. 
Rubber exclusive, cut his tire-selling time in half. (The con- 
testants in many of these events use U. S. Rubber, i 

No newcomer to the field of visual selling, in pre-war 
years he made dozens of promotional, training, and industrial 
films. The experience he garnered in this way h;is enabled 
U. S. Rubber to stay out in front of their competition in 
television selling. 

Durban's air show, New York Philharmonic Symphony, 
runs itself. Beyond reading over the science talks for policy, 
he leaves the music end in the hands of the Philharmonic 
Society. It's institutionally high-brow, but it draws more mail 
than Bob Hope. 


When a company becomes as 
nationally known as Swift 
(and its thousands of dealers accept 
the slogan "The Swift Name Helps 
You Sell"), it is proof enough that 
the company knows how to send its 
goods to market — and how to make 
every advertising dollar pay off in 

Over a period of fifteen years, 
Swift has been mass selling its trade- 
marked products by radio— in recent 

years exclusively over the American 
Broadcasting Company's network. 
Convinced more than ever that ABC 
sells goods, Swift has doubled its time 
on ABC — now has a full half-hour 
program every weekday morning. 

If you have a product you'd like 
to sell to millions of families from 
coast to coast, why not follow the 
lead of top American businesses like 
Swift & Company : ship it to the 
nation's market via ABC! 

NEWS: U. S. food advertisers now invest more of their advertising dollars 
in the American Broadcasting Company than in any other network. 

American Broadcasting Company 



Last year's Hoopers were as high as 14 — and aver- 
aged better than any baseball Hoopers we've seen. 
Share of audience often exceeded 50' , . 

You can have all the games ... or co-sponsor them. 
Entire package includes at home games, wire re- 
creation of out-of-town games, two announcers, car 
cards, newspaper advertising, store signs — a complete, 
well-rounded, red-hot merchandising selling promotion. 

Pick up your phone and call National 7203, in 
Washington. Ask for Ben Strouse. Or contact any 
Forjoe office. But hustle if you want a home run in 
sales in this big league town. 

Keep your eye on 



Coming soon WWDC-FM 

Represented Nationally by FORJOE & COMPANY 


Vol. 1 Vo. 4 . February 1947 

Crusading Pays LEE . . 

. . it took them from SIXTH 
to FIRST! 

The hoods sold hats. The Klan in fact did more than 
just sell hats, they hated the Lee HatS'sponsored 
Drew Pearson to the point of making the program so 
newsworthy that its listeners bought more Lee hats in 1946 
than were sold by any other manufacturer. (In dollar volume 
the Frank H. Lee Company is second to John B. Stetson 
Company whose hats are in a higher price bracket.) 
Lee's sponsorship of Pearson's broadcasts was paying off 


before his anti'KKK campaign but the upward spiral was 
given its greatest impetus by the broadcast (July 21. 1946) 
during which the writer of Washington Merry'Go' Round 
stood on the steps of Georgia's capital and broadcast to the 
world "come and fulfill your threats, KKK, if you really 
want to keep my mouth closed." 

This broadcast was given typical Weintraub treatment. 
Bill Weintraub, head of William H. Weintraub and Company, 
advertising agency for Lee, is, to say the least, promotion- 
minded. As former co-publisher of Esquire he had proven 
that iconoclasm pays off. Pearson was right up his alley. 
Weintraub didn't just let that Atlanta broadcast take place. 
He went to town on it, with plenty of assistance from the 
American Broadcasting Company. He inspired the Lee or- 
ganization to take a million-dollar insurance policy on Pear- 

Drew Pearson's mail is heavy and full of notes from listeners who 
take sides on everything that he airs Eighty per cent okay his slant 

Joe Martin, Republican Senator, talks over a point with the Wash- 
ington Merry Go-Round mentor, Pearson, on the steps of the Capital 


suns life for the I 5 minutes of the broadcast (through Lloyds 
of London). Spread ads were taken in the New York Times 
and the local Danbury paper (Danbury is where Lee Hats 
are made). The newspapers of the nation stood by, being fed 
matt rial constantly on the event. There is no question but 
that the eyes of the nation were focused on Pearson— and 
that meant Lee Hats since the sponsorship logically became 
part of the news stories; even the Lloyds policy broke plenty 
of newspaper space. It was a three-day publicity holiday— 
for Lee. 

For 10 years Frank H. Lee, Jr., and his two younger 
brothers, James and Thomas, had been trying to establish 
the Lee trade name. Since 1861 under the direction of Frank 
H. Lee, Sr., the company had been manufacturing and 
merchandising headgear under 95 different labels. They made 
money but were definitely just another hattery, always at 
the mercy of their customers under whose trade names most 
of the hats were sold. Over 74 years they had built only a 
trade reputation. In 1935 the decision was made to change 
that — to make the name of Lee mean something along with 
Stetson, Mallory, Dobbs, Knox, and the other grand old 
felt-topper names. 

They started out with magazine advertising, the tra- 
ditional national medium used to sell men's apparel. It 
registered, even if it didn't establish the name of Lee. While 
the magazine copy was being placed the private brand trade 
names were being liquidated, one at a time. Contracts with 
individual stores and chains ran for some time and as each 
expired there was a selling job to be done — to convince the 
outlet to switch from the private brand to Lee. Lee had 
their hands full doing that. Many of the dealers felt they 
had established their own names and were loath to give up 
something that belonged to them. By 1945 nevertheles: the 
95 trade names had all been liquidated. Two years prior to 
the finale of the private brands, Lee turned to network radio. 
Other hat firms had tried the medium not too successfully 
with the exception of Adam Hats. Adam Hat Stores, Inc., 
at that time just a hat distributor— they made very few of 
their own hats — had sponsored sports events over local New 
York stations— notably WHN and WMCA and through 
ABC — the Madison Square Garden and other area prize 
fights. The fights had done a fairly comprehensive selling 
job for Adam in the low price field. Boxing apparently 
reached the right audience for this line. 

Lee wanted to reach a somewhat higher-spending customer. 
Its agency at that time, Bermingham, Castleman and Pierce, 
Inc., recommended Dale Carnegie's Little Known Facts 
About Well Known People over 33 Mutual Broadcasting 
System stations. It was broadcast Thursdays at 10-10:15 
p. m. starting September 1943 At this time Carnegie was 
at the tail end of his span of making friends and influencing 
people. He never hit better than a 4.3 (February 1945) for 
Lee and his average was two points below this. The 33 sta- 
tions moreover were scattered throughout the nation and it 
was difficult to merchandise the program on a scattered 
coverage basis. The $4,000 package (time and talent s,,|J 
some hats but the name of Lee was still down among the 
also-rans in public acceptance when Weintraub was brought 
into the picture. Another apparel manufacturer, who had 
known Weintraub from his Esquire days, did a high pr< 
selling job for the ex-publisher turned advertising a; 
executive and Lee bought the Weintraub agency to handle 
their account. 

First thing that the agency did. through F.lkin Kaufman. 


v.p., and the boss himself was to investigate how to make 
the $4,000 radio budget work better. The program with its 
33 stations in the evening was switched to Sunday afternoon 
(2:45) and the network increased to 212 stations at the 
same $4,000 cost. That helped — but not too much. 

Then it was decided to establish a distinctive label, a 
label that would go in all Lee hats, from the low end, priced 
at $8.50, to the highest-priced Lee chapeau, $20. The same 
label goes into every hat but there's a different color block 
in each price class. The label also goes on the store boxes 
holding the hats so as to make it simple to sell each price 
range. The customer also likes the idea since he can see at a 
glance, through the color block, just what price hat he is 
being shown. The new label was well publicized — even 
President Harry S. Truman was photographed waving his 
Lee hat, with the Weintraub-conceived label as clear as 
though HST were actually modeling the hat. 

The hat, well identified, was ready to be sold. Weintraub 
started looking for someone to sell it for them. Via the grape- 
vine, word reached him that Drew Pearson wasn't exactly 
happy with his laxative (Serutan) sponsor. A quick checkup 
revealed that Pearson wasn't tied up for any length of time- 
by contract. A further little research study indicated that 
Pearson's audience (75 per cent of it) was in the middle 
economic group that Lee wanted to reach. That was all that 
Weintraub needed. He sold the Lees on the idea of spending 
more in radio to get results. The Pearson package ccsts 
$1 1,000, which is neither too low nor too high for the audience 

that he was delivering. They okayed his talking to Pearson. 
Pearson liked the switch frcm laxative to headgear and the 
deal was signed to start December 1945. Dale Carnegie was 
dropped in June and promotion started on the Pearscn pro* 

There was however an unexpected bonus. Drew Pearson's 
following, a loyal group of listeners, were ready to buy any- 
thing that was paying his broadcast bill. To these loyal ears 
was added a great CI following, men who knew that 
Pearson had been voted by the Army and Navy Union one 
of the three men who had done the most to ease the lot of 
the enlisted man. (The other two were Generals Eisenhower 
and Bradley.) Inside of three months from December 1945 
things began to happen. All over the country men were 
going into stores asking for Lee hats. The May Company in 
Los Angeles reported during a two-month check that more 
men asked for Lee hats by name than the total of all other 
trade names combined. When invited during one broadcast 
to write their stations for the names of their local Lee dealers, 
listeners instead picked up the phones to call the outlets — 
and jammed the switchboards of over half the stations carry- 
ing the program — with a good section of the callers never 
getting through to the station for the information. 

The network naturally took its typewriter in hand and 
wrote John Beltaire, Lee sales head, that something ought 
to be done to avoid these lost sales (to say nothing of the 
station headache). Having a case history of how tie-in adver- 
tising had paid off for Wallachs in New York with an 

In 3 months over 1,000 window displays tied Lee Hats and their 
air program together at the point-of-sale. Retailers discovered that 


Drew Pearson and his broadcasts were news that changed the 
passers-by to buyers. They identified themselves as Lee stores 



One Wade mark covers all five price lines. Only the color block 
changes. President Truman wears a Lee hat at the throttle of a train 

"astonishing" increase in Lee hat sales, Weintraub published 
a very modern merchandising booklet. They called it The 
Magnet and the Funnel. It showed how Wallachs had used 
window and store displays, newspaper advertising, and what 
it had meant in sales. It didn't neglect to remind the dealers 
to whom the book was sent to "go thou and do likewise." 
It produced dealer tie-in ads numbering 1,400 during the 
first four months of the program without any cooperative 
advertising allowance from the manufacturer. The addition 
of 800 new Lee dealers was traced directly to the mailing of 
the brochure. Lee had no problem of exclusive franchises 
and new dealers with good credit rating could be accepted 

The absence of exclusive franchises in the Lee sales picture 
simplifies a number of things but it also adds a few problems- 
Retailers have wanted to tie in to the Pearson broadcasts 
by taking station breaks before or after the broadcasts. 
Those who have made no official request to ABC or Lee on 
the matter have in a number of instances been able to buy 


the breaks. Wherever there has been an official request, 
however, the answer has been "no," since it was judged un- 
fair to permit one dealer to identify himself with the broad- 
cast to the exclusion of all the others in the area. The Pearson 
success built a sizable headache for the network as well. 
Recently ABC sold Goodyear Tire and Rubber Company 
the Sunday 6:30-7 p.m. est slot just ahead of Pearson for 
The Greatest Story Ever Told and found that so far it has been 
impossible to clear the network wanted by the sponsor. It 
seems that the half hour before Pearson had been sold 
locally on a number of stations: many of the local adver- 
tisers were actually men's furnishing stores, tying into the 
Lee hat presentation. 

The sales curve which has put Lee first in hats sales and 
second in dollar volume in the field would for normal spon- 
sors and agencies be satisfactory media and program infor- 
mation. However Weintraub went beyond this and wanted 
to know just what the impact of the program was in metro- 
politan New York, the area surveyed regularly by The 
Pulse, research organization. 

Listeners as well as non-listeners were surveyed by The 
Pulse, the cross-section used for the survey being identical 
for both those who tune Drew Pearson and those who don't. 

The report indicated that two-thirds more area listeners 
ask for Lee hats by name, than non-listeners. Three tunes 
as many listeners say their next hat will be a Lee as non- 
listeners. Listeners say that Lee is the best brand hat three 
times as frequently as those who don't listen to Pearson. 

Even with Pearson's amazingly loyal following. Lee still 
needed a copy line that would bring results. The billboard 
type of commercial would not of itself produce a $15,000,000 
volume, attained in 1946 for Lee hats. Weintraub worked 
witli Lee's current advertising manager, Beltairc. who is an 
old Lee employee but who left some years back to work with 
die Stetson company and only returned two years ago. What 
came forth from the idea conferences was "Don't take less 


Lee doesn't have an advertising allowance for dealers, but they spend 
their own cash for newspaper space to associate themselves with 
the Pearson-Lee broadcasts It gives them a news lead for their ads 

than the best . . . don't take less than a Lee," and the 
"pre'Shaped" hat, "the crease stays in" appeal. Both of 
these made sense to the male listener. Pearson is third among 
the programs having at least one man listening to each 
listening set. Only the "boxing bouts" with a 1.34 man per 
set and Walter Winchell with a 1.13 per receiver top the 1.10 
of Pearson. (Audience composition figures are from the 
December 30 Program Hooperatings report.) Only 19 of the 
224 programs rated achieve one man per listening set or 

Radio has not only done a top job for Lee but it has also 
given Lee money to spend in other media. Lee will spend 
$700,000 for advertising during 1947 of which $570,000 will 
go for broadcasting. It will use Life for the first time once a 
month ($100,000) and $30,000 in Time. The money it's 
using in Life and Time — $130,000 — is a little less than twice 
its entire advertising budget in 1935. 

A comparative idea of what the hat industry aside from 
Lee spends for advertising is indicated by the fact that the 
Hat Corporation of America spent around $200,000 in 1946 
and Mallory Hat Company (now part of the Hat Corpora- 
tion) spent about the same amount. John B. Stetson, the 
dollar volume leader, spent $175,000. 

Lee will start competing with the higher class range of 
Stetson this year with its Disney (up to $40) Hat. Lee's 
Disney budget will be $125,000 and it will be spent entirely 
in Time and the New Yorker. The appeal of Disney will be 
to the man "to whom price is secondary." 

Weintraub's selling of Frank H. Lee on sponsoring Drew 
Pearson, a man with a yen for crusading, plus network and 
client cooperation and a selling campaign that never got off 
the track, took an also-ran men's hat and put it on more 
heads than any other hat in 1946. What radio did for Lee 
prompted Bill Weintraub to say at a dinner which he gave 
American Broadcasting Company executives, following the 
Atlanta broadcast, "I wonder, Mark Woods (ABC president), 
why your sales staff hasn't sold more men's apparel manu- 
facturers. If ABC can build a business like Lee — it can do it 
for any men's product." 

The answer as to why there aren't more men's apparel 
sponsors on the networks isn't simply failure of the networks 
to sell them. Most men's furnishings are not marketed nation- 
ally. Hats generally are, but men's shoes and clothing for 
instance are national only to a limited degree. Before any 
product becomes a prospect for network and national radio 
advertising it must have coast-to-coast distribution. That's 
the first problem, though one that's being changed. Plans 
are before a number of manufacturers of men's products 
which indicate that with increasing and faster transportation 
facilities, it may be sufficiently economical now to distribute 
nationally. Once the manufacturers have branched out more 
generally into national distribution the next problem is to 
develop shows like Walter Winchell, Meet Me at Parky's, 
Gene Autry,and the other 16 network programs that catch 
and hold at least one man per listening set. Shows like 
The Shadow (January sponsor), out to sell coal to men, have 
done this — there are a number of programs that have been 
built to catch the master of the house. (Surprising though it 
may be, Hour of Charm is one of these.) 

That there haven't been more shows built for men i> 


,o. t^""' 



IP ' 


■ ■ R Ham — 
LS2&-1 S, -M.iww STREi I 

^AAM-A/v^/ ,W '—"" "•"-""" VW'vVM/M/ 

siroply^because American women do 
most of the country's buying and adver- 
tising is addressed primarily to them. 
Anothci lac. Mi is thai men listen to spe- 
cific programs and are less apt to be held 
by sO'Called mood programing (at least 
all available rating records for programs 
seem to indicate this). On the credit side, 
this means that when sponsors are ready 
to advertise they won't have to worry 
about finding an air slot with men al- 
ready available to listen. 

More men's wear business for net' 
works would in all likelihood land in 
large part in Weintraub's shop despite 
the (act that he claims that he doesn't 
want any apparel acounts. Having come 
to the agency business from Esquire, he's 
very close to the field which made that 
magazine a success, but even he hasn't 
landed any men's wear accounts with 
the exception of Frank H. Lee. 

Lee may break the ice for him, because 
more and more exclusive men's hat 
stores are ceasing to be just hat stores. 
Haberdashers are adding men's hats to 
their standard lines and men's hat stores 
are adding shirts, ties, and usually end 
up with a full line of men's furnishings. 
Since the Drew Pearson broadcasts are 
bringing 'em in to ask for Lee hats it's 
logical that manufacturers of other men's 
products will be asking soon— in fact 
they are asking already — "Who does the 
Lee hat advertising?" That'll lead to 
business for Weintraub and that'll mean 
more accounts addressed to men on the 
air. It's a nice twist but follow-the- 
leader is standard in all lines. 

Both the Lee and the Weintraub or- 
ganizations would like to determine the 
ceiling for men's hat sales. A recent 
"opinion study" made by a research or- 
ganization, revealed here for the first 
time, indicates that one-third of the 
young men of America never wore a hat 
before they entered the Army but will 
wear them from now on. Reason for this 
is two-fold. Many men "got the habit" 
during service and were in long enough 
to have the habit stick. Then women, 
who have always been a factor in men's 
apparel habits, saw their menfolk in hats 
for the first time during the war and 
they're badgering them to continue to 
wear them. Same survey revealed an 
unusual thing. While women are re- 
sponsible for much of men's hat- wearing, 
they seldom specify any special brand. 
As a matter of fact this insistence that 
the menfolk wear hats, rather than a 



^gw *********** 

-^ fir Lee Ms 
fan non-fowrs 



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own jft mofc let Hjo p« nun thin 
do L/r H*i o»»ncn J/nong n«t li««n«» 

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a thouund \jt* rut ownm o»ti 550 mar 
Lx Hilt dun the wmr number « let H« 
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/$ of the listener* EUtC 

ttul thftf rxpfft to buf, u t 'ft Httf 
next ttme' becjuw of the 


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•Idiom 3 TIMES i» nun Itrtmm 
t» m Lrtenm ttaic ih« ihrt 
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Pulse study revealed merchandising facts 

specific type of hat, is what is bringing 
the downfall of straw hats. Most men 
don't like straws and since women aren't 
style conscious as far as men's hats are 
concerned, the males have taken to light- 
weight felts during the summer when 
they feel they "must" wear a hat. 

Result of Army habit and women's 
urging has raised the ceiling of men's hat 
sales by 20 per cent, according to the 
survey. Women also are going with their 
men to buy hats more than they have in 
the past. They still don't know hats 

by brand names, but they go to make 
sure that "it looks good on John." Since 
women listen to Drew Pearson with 
their menfolk (some 1.13 per listening 
set and that's .03 more than the men per 
listening set), this also is a plus factor 
for Lee, and it has paid off. 

It was trade fact up to the time of 
sponsorship of Drew Pearson by Frank 
H. Lee that no retail hatter could do well 
unless he carried Mallory, Stetson, Knox, 
and or Dobbs. Today that's still true 
only now Lee has been added to the list. 

Lee's competition is waiting for Drew 
Pearson to run out of crusades and point 
to the fact that he hit 6.6 in his January 
1 5 rating. But his December 30 was 9.9 
— within .1 of the highest rating he's de- 
livered for Lee Hats. And a good crusader 
like Pearson will never run out of worthy 
causes. Also important is the fact that 
he's shifting his slot to 6 from 7 p.m. At 
that hour he won't compete with Jack 
Benny (NBC) and Gene Autry (CBS). 
Shift has been made possible since Hires' 
Sunday Party moves to CBS (on Colum- 
bia it's to be Here's to Ya!) on February 
9 leaving the 6 p.m. time open. Compe- 
tition at 6-0zzie and Harriet CBS), 
Those Websters (MBS), and Catholic 
Hew (NBC) combined usually rate 26 
midseason), while his 7 p.m. competi- 
tion traditionally is 34. Other factor in 
the move is the fact that Counterspy, the 
5:30 to 6 p.m. ABC program, has the 
biggest audience of the four networks 
during this period and therefore will de- 
liver to Pearson something to work on 
(8.9 currently i. The program preceding 
Pearson recently has delivered only a 4 
or less, which is reason in itself for a shift. 

Other sponsors might feel that now"s 
the time to shift from a provocative com- 
mentator to something more "solid." 
But Lee has reason to love Pearson's 
battling for the things in which he be- 
lieves—his crusading has "made" Lee 
I!. .is 


Yale Sterling Memorial Libary, 
Ivy League nub of the Inter- 
collegiate Broadcasting System 

Selling the undergraduate is impor- 
tant today. The mortarboard set 
includes more veterans than stu- 
dents of pre-service age. The ex-G. I.'s 
have also made it acceptable to be 
married and an undergraduate. Student 
tastes are therefore more than apt to 
stick once they've been established. The 
college newspapers and magazines, the 
fleabite broadcast stations, as well as 
the standard papers and stations to which 
the degree-seekers turn, are today forma- 
tive media. What were once exclusively 
media for the fashionable haberdashery 
and cigarette manufacturer are now basic 
buying-habit-forming vehicles for any 

But the campus advertising media 
haven't as yet tapped the business that is 
open to them. The Intercollegiate Broad- 
casting System (college network of on- 
the-campus broadcasters) has at present 
only two sponsored programs. The col- 
lege publications have not materially in- 
creased their pre-war billing. IBS is 
touted as sending hundreds of its student 
engineers, directors, writers, and staffers 

into commercial broadcast operations 
rather than as a testing ground for pro- 
grams, commercials, and copy line. The 
University of Michigan (East Lansing) 
and Ohio State (Columbus) have been in 
the radio industry eye for a number of 
years but more as a promotion on the 
part of the universities than as commer- 
cial operations. Being individual educa- 
tional institutions their reactions have 
been brushed off instead of digested. The 
Peabody (University of Georgia) Awards 
and the City College of New York cita- 
tions are not expressions of the student 
likes or dislikes, but the reflection of 
opinion at professorial level (Peabody) or 
at tradepaper editorial level (CCNY). 

It has been easy to avoid taking busi- 
ness cognizance of awards, etc. It's an 
entirely different matter to ignore the 
likes and dislikes of an opinion-forming 
and buying group such as inhabits the 
campus today. 

IBS, with well-trained student research 
groups under the supervision of their pro- 
fessors of research, has checked listening 
desires* of undergraduates at each of the 

53 colleges it represents. First factor 
determined is that roughly 50 per cent of 
the seekers after higher knowledge listen 
regularly to at least one of the four net- 
works and 50 per cent listen to the 
campus station and the independent sta- 
tions within reach of their receivers. 
Actual breakdown for the 53 was: 

Listener Loyalty in Colleges 
Independents 26.2' 

IBS (campus stations) 24.4'; 
ABC 17.4 , 

NBC 14.4% 

CBS 13.6 % 

MBS 4.0% 

The 53 colleges include a veritable 
"Who's Who" of ivy -covered walls, Yale, 
Cornell, Harvard, Dartmouth, Princeton, 
Bryn Mawr, and Radcliffe being repre- 

The American Broadcasting Company's 
lead of three points in the "listener 
loyalty" tabulation is explained by the 
fact that in a number of cases the stations 
carrying ABC programs are heard best on 
the campus. As too often ignored by 
time buyers, signal availability is always 

*/ BS research is a continuing operation. 



There's nothing more serious than the undergraduates themselves building a program for 
their own fleapower broadcasting station These boys are really working on their program 

a factor that contributes to or detracts 
from a station's audience. 

Princeton University (Princeton, N. J.) 
presents a picture of signal strength and 
a number of other factors. RCA, parent 
organization of the National Broadcasting 
Company, has its development labora- 
tories virtually on the campus. WOR 
(MBS in New York) lays down a terrific 
signal in the area. WNEW (N. Y.) is 
also heard like a local. Actually nine 
independents contribute to the Princeton 
undergraduate's high preference for the 
non-network stations with 33 per cent 
indicating a loyalty to them. The crew- 
cut contingent here have the following 

Listener Loyalty at Princeton 

Program Preference ■ 
I In following r;ii le makes availatle a compar- 
ison tetween campus preferences and general 

listening (ai home), 
Type Campus Home Rank! 


The students listen like this: 

Listener Loyalty at L'nion College 

IBS (campus station) 44 

WGY(NBC) 33 

Inds.* 17 

ABC 4 

CHS 1 

"Including WSh ) WQXR w 11 % 

Wnere the college has both a college- 
owned regular station and a student sta- 
tion, as at Cornell (Ithaca, N. Y.), it's 
interesting to note that the regular station 
operation takes the lead in student listen- 
ing. What the combination does to 
"outside listening" is brutal. 

Listener Loyalty at Cornell 



IBS (campus station) 21', 







• u \/-.ll nh,i,r delivera :'i> per cent of tins ftgv 
other 13 per cent being divided among ll " \ /; U//V 
WINS ll l l / IV N > ' ll /•/ \ u llu, II TTM 

The collegiate listening picture is 
naturally different in a town where there 
is a single strong broadcaster and one 
other station. This condition prevails at 
Union College Schenectady, N. Y.), 
where the student station. UCRS, has a 
44 per cent loyalt) among listeners and 
WGY (NBC) rates 33 per cent attention. 



IBS (campus station) 










fCornell U. owned Mlaiion. 

•Including II Nr.ll ,,,,,1 WQXR. 

Collectively, the student interest in 
listening to independent stations can be 
traced to what they want programwise. 
Their desires do not parallel present ma>v 
listening. Since they are a cross-section 
of the opinion group, it's important to 
note undergraduate desires and how thej 
compare with national listening. 

Popular \1iivi, 



Semi-( lassi, ;il 

S(,. ( 





Sj mpbonli M usu 


• * 




< iommentatora 












Hoi Ja// 

SO. 3 


Betted on midst ason 



\> a and. eommeniatori combined in //<<> fi 

" Xul ntnkrtl in an \ atailabU '■ 

Between 75 and 80 per cent of the 
nation's 2,000,000 undergraduates have 
radio receivers in their rooms. Ninety- 
five per cent of them listen to radio every 
day. They love disk jockeys with plenty 
of disks and not too much jockey. 

Eliminate the campus station, which 
they can't take with them when they rate 
their sheepskins, and the chances are 
what they want now they'll be wanting 
for a long time ahead. The> re not 
"the wild college kids" that merchan- 
diser spooh-poohed a generation ago. 

Mike and sound effects shown here 
not be up up to commercial standards 
campus test program results generally 

ft M 




new and renew 

NeuA On NetwoxJzl 




PROGRAM, time, start, duration 

American Home Products Corp. 

Whitehall Pharmacal Co.)* 
B. T. Babbitt. Inc.* 
California Prune and Apricot 

Growers' Association 
Ferry-Morse Seed Co. 
Gillette Safety Razor Co. 

Sullivan. Stauffer, Colwell & 

Duane Jones 

MacManus, John & Adams 

Goodyear Tire & Rubber Co. Kudner 

John Hancock Mutual Life BBD&O 

Insurance Co. 

Hershel California Fruit E. L. Brown 

Products Co. 
Metropolitan Life Insurance Co. Young & Rubicam 

Musical Digest Magazine Kenyon & Eckhardt 

Norwich Pharmacal Co. 
Procter & Gamble Co.* 
Safeway Stores, Inc. 
Studebaker Corp. 
II. H. Tanner & Co. 
Tonl. Inc. 

William R. Warner & Co.t 
Wine Growers Guild 

Lawrence C. Gunibinner 
Pedlar & Ryan 
Ruthrauff & Ryan 
Roche, Williams & Cleary 
Foote, Cone & Belding 
Roche, Williams & Cleary 

NBC 125 Bob Burns Show, Sun 6:30-7 pm; Jan 12 

CBS 53 David Harum. MTWTF 10:45-11 am; Jan 13 

CBS 13 Pacific Surprise Theater, Sun 8:25-8:30 pm pst; Dec 15 

CBS 149 Garden Gate, Sat 9:15-9:30 am; Jan 11 

MBS 350 Widener Cup Race, Sat 4:30-4:45 pm; Feb 22 

Flamingo Stakes Race, Sat 4:30-4:45 pm; Mar 1 

ABC Greatest Story Ever Told, Sun 6:30-7 pm 

ABC 67 Boston Symphony Orchestra, Tu 8:30-9:30 pm; Jan 21 

MBS 45 Easy Does It, MWF 11:30-11:45 pm; Jan 6; 26 wks 

CBS 51 News, MTWTF 6-6:15 pm; Feb 17 

ABC 107 Sunday Evening Hour (Detroit Symphony Orchestra), 

Sun 8-9 pm; Jan 19; 52 wks 

ABC 129 The Fat Man, Fri 8-8:30 pm; Feb 14; 52 wks 

NBC 125 Pepper Young's Family, MTWTF 3:30-3:45 pm; Dec 30 

CBS 36 Bob and Victoria, MTWTF 3-3:15 pm; Jan 27 

CBS 13 Pacific Bob Garred— News, Frl 7:30-7:45 am pst; Dec 2 

CBS 18 Pacific Free for All, Sat 1:30-2 pm pst; Dec 21 

CBS 155 Give and Take, Sat 2-2:30 pm; Jan 4 

NBC 147 Crand Marquee, Th 7:30-8 pm; Jan 23 

ABC 63 Murder and Mr. Malone, Sat 9:30-10 pm; Jan II; 52 wks 

*Kxpanded network. 

tProgram has changed network. 

1 Program, network, or sponsor change. 

(Fifty-two weeks generally meant a 13-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) 

RenewaU On Netuj&Ju 




PROGRAM, time, start, duration 

American Meat Inst. 
American Oil Co. 
Anchor-Hocking Glass Corp. 
B. T. Babbitt. Inc. 
Carnation Co. 

Cities Service Co. 

(Petroleum Advisers, 1 
Eversharp, Inc. 
General Motors Corp. 
International Silver Co. 
Johns-Manville Corp. 
Lever Bros. Co. 
Miles Laboratories, Inc. 
Procter Sc Gamble Co. 

Sterling Drug, Inc. 

(Centaur Dlv.) 

Sun Oil Co. 

Universal Match Corp. 

(Schutter Candy Co.) 
J. B. Williams Co. 
William II. Wise & Co. 


Leo Burnett 






William H. Weintraub 



Duane Jones 



Erwin, Wasey 



Foote, Cone & Belding 


. 72 




Foote, Cone & Belding 



Young & Rubicam 



J. Walter Thompson 



Young & Rubicam 







Benton & Bowles 









Pedlar & Ryan 
Young & Rubicam 
Roche, Williams & Cleary 





Schwimmer & Scott 



J. Walter Thompson 



Huber Hoge & Sons 



Fred Waring, TTh 11-11:30 am; Jan 14 
Professor Quiz, Th 7:30-8 pm; Jan 23; 52 wks 
Crime Photographer, Th 9:30-10 pm; Jan 2 
Lora Lawton, MTWTF 11 :45-12 n; Jan 13; 52 wks 
Carnation Contented Hour, Mon 10-10:30 pm; Jan 6; 

52 wks 
Cities Service Highways in Melody, Frl 8-8:30 pm; Jan 24; 

52 wks 
Maisle, Fri 10:30-11 pm 

Hollywood Star Time, Sat 8-8:30 pm; Jan 4 
Adventures of Ozzie and Harriet, Sun 6-6:30 pm; Jan 5 
Ned Calmer— News, MTWTF 8:55-9 pm; Dec 23 
Joan Davis Show, Mon 8:30-8:55 pm; Dec 30 
Queen for a Day, MTWTF 2:30-3 pm; Dec 30; 52 wks 
Young Dr. Malone. MTWTF 1:30-1:45 pm; Dec 30 
Road of Life, MTWTF 1 :45-2 pm; Dec 30 
Rosemary, MTWTF 11:45-12 n; Dec 30 
Ma Perkins, MTWTF 1:15-1:30 pm; Dec 30 
Bride and Groom, MTWTF 2:30-3 pm; Jan 6; 52 wksl 
Manhattan Merry-Go-Round, Sun 9-9:30 pm; Jan 26; 

American Album of Familiar Music, Sun 9:30-10 pm; 

Jan 26; 52 wks 
Waltz Time, Fri 9:30-10 pm; Jan 24; 52 wks 
Big Town, Tu 8-8:30 pm; Dec 31 

Molle Mystery Theatre, Fri 10-10:30 pm; Jan 24; 52 wks 
Lowell Thomas. MTWTF 6:45-7 pm; Jan 20; 52 wks 
Counterspy, Sun 5:30-6 pm; Feb 2; 52 wks 

William L. Shlrer, Sun 5:45-6 pm; Jan 5 
William Lang, Th 11:45-12 n; Jan 2; 13>ks 


f\leia and Renewed On ^eleuitiosi 




PROGRAM, time, start, duration 

Bristol-Myers Co. 
Standard Brands, Inc. 
U. S. Rubber Co. 

Doherty. Clifford & 

J. Walter Thompson 

Campbell- Ewald 

WCBS-TV New York (CBS) 
WNBTNcw York (NEC) 
WNBT New York (NBC) 

Bristol-Myers Party Line.* 8:30-9 pm; Jan 5; 13 wks (re- 
places Shorty and Sports Almanac) 
Hour Class 'I'h 8-9 pm ; 13 wks (renewed) 
I i. . to I ace. Sun 8-8:15 pm; 13 wks (renewed) 
Campus Hoopla. Frl 8-8:15 pm; 13 wks (replaces Tela- 
vision Ouartcrback) 

'Previously sustaining. 

/Veax A<fenc4f, Ap^iaUtt+yie+i£l 


PRODUCT (or seivice) 


American Home Products Corp. (Boyle-Midway, Inc.) 

New York Wax, household products W. Earl Bothwell. New York and Hollywood 

for all advertising except powdered c eaner 

Avoset. Inc., San Francisco Stabilized dairy cream McCann-Erlckson, San Francisco 

Broadwell Studios, Covlna, Calif Piano correspondence course Frltzen Advertising, Loa Angeles 

Canandalgua Industries Co., Canandaigua, N. J Wines and champagnes Allen Krohn Co.. Greensboro. N. C. 

Celetei Corp., Chicago Insulating cane board Henri. Hurst & McDonald. Chicago 

Challenge to Youth, Loa Angelea Religion Tullls. Los Angelea 

Charbonneau Packing Corp., Yakima, Wash Apple juice HuthrauH & Ryan, Seattle 

Charm Slide Fastener Corp., New York Slide fasteners Mike Coldgar. New York 

City of Jacksonville, Fla Institutional Newman. Lynde, Jacksonville. Fla. 

Columbia Chemicals Co.. . Soap, automobile cleaner Cooper & Crowe, Salt Lake City 

Consolidated Biscuit Co., Chicago (scheduled for mer- 
ger early In 1947 with J. B. Carr Biscuit Co., Wilkea- 

Barre, Pa.) Bakery producta Lynn-Fleldhouae, Wllkea-Barre (for both 


Consolidated Mercantile Co Cakes, bean sprouts Cooper & Crowe, Salt Lake City 

Continental Soap Corp., Chicago Soap M. R. Kopmeyer, Chicago 

Cosmopolitan Magazine, New York Publication Donahue & Coe, New York 

Crest Specialty. Chicago Collar holders, portable bars Kuttner & Kuttner, Chicago 

Croft Brewing Co., Boston Ale Henry A. Loudon. Boston 

Del Mar Turf and Surf II tel, Del Mar, Calif Hotel Bass-Luckoff. Hollywood 

Diamond Tea Gown Co. New York Women's robes, negligees, housecoata. . .Arnold Cohan. New Y'ork 

Dobler Brewing Co.. All any, N. Y Beer, ale E. T. Howard, New York 

Drug Producta Co., Past \ic, N. J Pharmaceutical John Falkner Arndt, Philadelphia 

Enterprise Productions. Hollywood Motion pictures McCann-EriCjkson. New York and Los Angelea 

Fox Head Waukesha Corp., Waukesha. Wla Beer, ale Rein ke, Meyer & Finn. Chicago 

Frozen Cooked Fooda San Francisco Frozen cooked foods Hoofer. Dietrich & Brown, San Francisco 

Gilbert of California . Loa Angeles Men's jackets, slacka Hlllman-Shane. Los Angelea 

Handi-Bag Co.. New York Handbags Shappe- Wilkes, New York 

Han-yson Hat Co.. New York Women's hats Leon S. Golnick. New York 

Walter A. Hewitt Candy Co.. Loa Angelea Candy Davis & Beaven. Los Angeles 

International Safety Razor Corp.. Bloomfield, N. J.. . .Razor blades y Badger & Browning & Herscy. New York 

Interstate Finance Coip.. Evnnsvllle. Ind Loans Burton Browne. Chicago 

Jewett & Sherman Co. (Holaum Producta Dlv.), 

Milwaukee Peanut Creme brand foods and peanut 

crunch Klau-V'an Pleteraom-Dunlap Associates. Mil- 

Krleger OH Co. of Calif., Clearwater, Calif Gasoline, oil Ernest N. George, Loa Angeles 

Luclen LeLnng. Inc., New York Perfumca, cosmetics Earl Ludgen. Chicago 

Lever Bros. Co.. Cambridge. Mass Breeze Federal Advertising. New York 

Little Folka Outfit tera. Kingston, N. Y Infants' and children's dresses Ralph Harris. New York 

Luer Packing Co.. Vernon. Caiif Canned meat producta Dan B. Miner, Loa Angelea 

MacLevy Slenderizing Salona and MacLevy Equipment 

& System, Inc., New York Beauty culture, equipment Stuart Bart, New York 

Mallory Hat Co.. Danbury, Conn Hats Kenyon & Eckhardt. New Y'ork 

Man of Manhattan, Inc., New York Toiletries Abbott Kimball. New York 

Mason. Au & Magenhelmer Confectionery Mfg. Co., 

New York Confections Moore & Hamm. New Y'ork 

Medomak Canning Co., Rockland. Me One-Pie brand food products Ingalls-Mlnlter. Boston 

Monogram Pictures Corp., Hollywood Motion pictures Buchanan & Co.. New York, for advertising 

of Allied Artists. Monogram subsldiar> 
handling pictures costing over Jl.OOti turn 

Nancy Dale Ltd., New York Toiletries Abbott Kimball. New York 

Nashua Mfg. Co.. New York Blanketa, sheets J. Walter Thompson. New York 

National Home Producta Co., Danville, Pa., and New 

York. . Lanolin toilet soap, nun's hair dressing Mike Coldgar. New York 

Nlsslcy of Colorado Plastics . Cooper & Crowe, Salt Lake (it\ 

Noma Electric Corp. (Estate Heatrola Dlv.), Hamilton, 

Ohio . ... P.anges. heaters Albert Frank-Guenther Law. New >, ork 

North American Mushroom Co.. Tlnley Park. Ill Mushrooms Phil Gordon. Chicago 

Omega Chemical Co., Jersey City Oil Redfield-Johnstone. New York 

Parfums SchlaparclH. New York Perfumes Robert W. Orr. New York 

IVnn Fifth Avenue Corp.. New York Furs Lew Kashuk. New York 

I hiladelphla Life Insurance Co.. Philadelphia Insurance Parker-Allston. New York 

I'illsbury Mills. Inc., Minneapolis . .. Pie crust mix Leo Burnett. Chicago 

Rice Growers Association of California Institutional McCann-Krickson. San Francisco 

Rldgefield Chemical Products Co., Rldgefield, V J.. . Chemlc ll products Franklin Fader Newark. N J. 

Ritepoint Mechanical Pencil Co.. St. Louis Mechanical pencils Gardner Advertising. St. Louis 

Charles R. Rogers Productions. Hollywood Motion picture* Brisa In r. Van Norden. Los Angeles 

Standard Oil Co. (Indiana). Chicago Institutional program. .. . l.BD&O. Chicago 

I nlted Life and Accident Insurant e Co., 

Concord. N. II. Insurance Parker- Mis ton Isaorlatei, New York 

\ aculator Co., Chicago Coffee-makers Phil Gordon, < hi. ago 

Vernon Mfg Co., Loa \ngelos , Sports accessorial hemmerrcr. Hollywood 

Waldorf-Kerna-MacCrackep, New York Furnaces . .. Hanly. Htcka dt Montgomery. New York 

Northam Warren Corp.. Stamford. Conn. Cutex manicure products Young dt Ruhicam, New York 

Woodrow Stores. Inc. (chain). New York. Men's furnishings s t Georgaa ft Keyev New York 

AD ventures 


. . . that really pay off I 

IVlAYBE your advertising appropriation is pint- 
sized. Could be, too, you're scared of radio because you look at it in terms 
of Fred Allen, Fulton Lewis, Jolson, and other big-shot stars. Believe us, 
it 's a mistake. We'll give you good ret urns for your money, by lesser known 
personalities, for a capsule-sized amount of dough. You can take part in 
an established program with a personality who has listeners by the thousands, 
for even less! » » » » » To boil it down, if your product or your client's 
product wants sales in The Detroit Area . . . the place to do the job is CKLW 
. . . with an 800 kc. frequency and the lowest rate setup of any major station 
in this region. Want coverage data, costs, ideas? Then, fire questions at 
our Executive Sales Office, Guardian Building, Detroit 26. Or 'phone 
CAdillac 7200. Remember, your time and our time is fleeting! 

in the Detroit Area, it's . . . 

5,000 Watts 

at 800 kc. 

Day and Night 


/. E. Campeau, Managing Director — Mutual System 
Adam J. Young, Jr., Inc., Natl. Rep. • Canadian Rep., H. N. Stovin & Co. 



WOR's Monaghan and WOV's Rosalie Allen 

Catherine Cragen lends disk jockey glamor to KLAC. Pre-Yute she was Christmas Early 


when n disk jnrUi spins mini 

Block on WNEW transcribed, on KFWB alive 


John McCormick does WBBM's "Matinee at Midnight" with coffee and Gene .Kaleth 


Popular music seldom if ever leads 
the parade of top-rated network 
programs . . . which doesn't make 
sense to most sponsors since top shows on 
independent stations from Atlantic to 
Pacific, from Gulf Coast to Hudson Bay, 
are spun by disk jockeys playing exactly 
the same tunes by exactly the same 
musicians who don't snare top listening 
on the chains. 

Benny Goodman with an assist from 
the pianist-comedian Victor Borge and 
guests runs around 1 1 3 in the rating race 
with a 7.2 (January 15 Hooper) while a 
middlewest disk jockey with a Goodman 
15 minutes on the air at the same time, 
8:30-9 p. m. est, hits a 12. The recorded 
Goodman usually rates in its city from 
three to four points better than the net- 
work show. All through the nation there 
are stations that match network shows 
with recorded versions of the network 
stars. Dinah Shore platters compete with 
the Ford Show with Dinah Shore; Old 
Gold's Frank Sinatra session on CBS 
fights a number of "Frankie" sessions on 
turntables all over the nation; and so on 
through the night. 

Disk jockeying is big business. Martin 
Block does better than a half million 
a year at WNEW and KFWB. Ted 
Husing, who has gone to Station WHN 
in New York, has a contract that guar- 
antees $125,000 a year. Bea Wain and 
Andre Baruch, who have taken over star 
disk-spinning slot at WMCA, have a deal 
that will bring them over $100,000 in 

In Chicago, Studs Terkel (WENR) 
heads a group of successful record players 
although they're not in the higher income 
bracket. In Los Angeles the recorded - 
music air men are in the New York class. 
Bill Anson and Martin Block head up a 
solid money contingent at KFWB while 
at KLAC, Al Jarvis, original Make 
Believe Ballroom man, leads the money 

Throughout the nation there are less- 
publicized personalities who do a top- 
drawer job just the same. Rush Hughes 
(KXOK, St. Louis) is the best-known of 
the men who are off the beaten track. 
He, like Martin Block, has transcribed 
his patter and on a number of stations 
throughout the Middlewest Hughes' voice 
has become well known. 

Disk-spinning sessions do sell. 


What is Ithe secret that makes a disk 
jockey, if he's good, an out-of-the-world 

The best of the record jockeys will tell 
you that it's no secret. They'll also tell 


you that there's nothing worse than an 
announcer and a bunch of records, unless 
the records are programed and the an- 
nouncer knows what it's all about. 

First reason for disk sessions being so 
successful is that they are the perfect 
example of mood programing. They 
seldom if ever are isolated 15-minute 
shows, usually running at least an hour 
and a half and in some cases like the 
1280 Club (WOV, New York) and other 
clubs named after station wavelengths — 
they run as long as two and a half to three 
hours. This means that the listener who 
wants music knows he can have it without 
shifting his dial during an extended 
period. He also knows that he will have 
it with a minimum of talk because where- 
ever a jockey starts loving his own voice 
he loses listeners quickly. Fred Robbins 
(WOV) has one session where he loses 
his audience because he talks too much 
but that's being changed very soon. 

The disks are programed according to 
mood too. Take Ted Husing for instance. 
On his 10 to 12 a. m. session he's schmaltzy, 
permitting each word to drip tenderly off 
the tongue. On his 5 to 6:30 p. m. session 
he's straight, business-like, and makes the 
disks do the work — except the selling. 
On his a. m. session he plays music for the 
housewife. On his late afternoon gather- 
ing he runs the gamut of name stars 
without the drip. 

Of outstanding importance to the 
sponsor is the fact that good disk jockeys 
are salesmen first and foremost. That 
means they not only sell the music they 
play but the products as well. The best 
of them handle the commercials in their 
own way, getting across the points that 
the advertiser wants sold but not in the 
agency's words. At every station there 
are a few commercial "sacred cows" that 
must be handled word for word as the 
agency desires them, but in time even the 
sc's get the idea that a Block, Husing, 
Jarvis, or Terkel sells better when not 
fettered with "must" words. 

The disks that are played on the 
platter-spinning sessions are top examples 
of the musical artists' skill. Frequently 
they are the results of a dozen tries. 1 1 
failures and one good waxing. The suc- 
cessful disk jockeys refuse to play an off- 
center or otherwise poorly-pressed record. 
Another reason for the success of the 
disk jockey is the fact that he's a per- 
sonality who actually spends time daily 
with his audience. During the early days 
of broadcasting the Brokenshires, Mc- 
Namees and Carlins had enough to do on 
the air to win personal followings. Now 

(Pease turn to page 41) 

WGN's Guy Wallace and WHN's Husin9 spin too 

Midwest rave Rush Hughes gets results at KXOK 



Gildersleeve is still a bachelor because his listeners won't 
permit him to marry. Back in 1943 the writers ol the show 
introduced a romance Eor Uncle Mort. Listeners approved 
the love affair. Bui when the s( ript writers took the bold sup 
ol having Gildersleeve become seriously interested in the 
red-haired widow Ransome, the reaction was immediate. 
I < lit is showered in stating thai Gild) should remain single 
and devote his time to raising Ins teen-age niece Marjorie 
.iikI in pin w Leroy. 

In their concern, listeners proved thai die charai 
Throckmorton P. Gildersleeve had become ;is real .is I 
them. For Gild) is the eternal bachelor. He is contii 
attracted to marriageable ladies— but onh to a |>oin 
shorl ol the altar. In shrinking from the responsibilil 
wedlock he expresses the inimaturit\ ol his nature, 
inane laugh and absurd pomposity are a reflection ' 
arrested development. I In Greai Gildersleeve is c 
between the da) before yesterda) and the da\ after tonn 
—a ludicrous but lovable Retire ol .ulult adolescence. 


I S|ITlt« 

RUH CcrMntttlMl 

•Jo? /(&V. S?rt&*? 

In old Pear) Inst played the role ol the Great Gildersleeve 

11935 (,n '' lc Fibber McGee and Moll) show. In 19.41 he 

erged with his own lull time show which, under the 

•rship of the Kraft Foods Company, has risen to a 

■ 11 ion among radio's fifteen top-rated programs. Ever) 

dnesday nighl finds him surrounded by a cast as distinc- 

as iiis own colorful personality. Virtually the entire cast— 

oy, Marjorie, Judge I looker. Mr. Peavy and Eve Goodwin 

1 onl) one dramatic purpose— to build up and then de- 

e the Great Man's ego. Onh Birdie, the colored maid. 

is no heckler. But even into her good intentions (.ild\ 
manages to read cause for worry and mistrust. 

How to make a Great Man? Endow him with a lull share 
ol human tailings, lovable and recognizable to millions. 
Entrust the role to an actor ol long experience and intuitive 
understanding. Bring to life his voice and charactei in thi 
millions of homes served b) the powerful facilities ol the 
NBC Network. Put him in the compan) ol other great 
personalities heard on NBC. The result: a life-size creation 
in sound as three-dimensional as your next dour neighbor. 

e National Broadcasting Company 

4fc. gpo/teoK, t4sks : 

"What percentage of his air advertising 
dollar should a sponsor spend for research?" 


J. Ward Maurer 

Director of Merchandising and Advertising 

Wildroot Co. Inc. 

The Picked Panel answers: 


- -j^^ IIk question 

J* lS>. "What percentag< 

« V of his nn advertis- 

40** ] ing dollar should 

^W_fl t Ik sponsor spend 

for research?" does 
not, in my opinion, 
lend itself to any 
one answer. It is 
conceivable that one advertiser who 
might, for example, be launching a new 
product would be well advised to spend a 
|< ii ol research money, particularly 
in the early part ol his air advertising; a 
second sponsoi might find it wasteful to 
spend the same percentage on unneeded 
. Si arch. 

I should like, therefore, to revise the 
question to read "How can a sponsor most 
profitably spend his research dollar?" 

In answer then to this revised question, 
I should advocate three major steps: 

(1) Hire someone familiar enough with 

tilable resean h statistics, such 
i- ratings, audience flow, etc., to be 
able to interpret such data and put 
them to work specifically on the 
-pons r'sown problems. 

(2) Turn the spotlight of program anal- 
ysis research on the particular 
program being used by the sponsor. 
Rating or share figures alone will 
never tell the sponsor am thing 
about the internal structure of 
his an show . And it is only by 
such analysis .is is available 
through tlu I .i .n sfeld Si intbn 
Program Analyzer that he i 
determine the strengths and weak 
ness s ,,! the various portions of 
his broadcast product from the 

ndpoint ol audience reactions. 

(3) Inquire into the effectiveness ol' 
the commercials used in his pro- 
mam. This whole area oi com- 
mercials is probably the most 


under-researched ol all ol radio's 
efforts today." I low much or 

how little sales pressure can be 
used in commercials to obtain 
maximum advertising effective- 
ness? When does irritating rep- 
etition cease to become effective 
copy and produce actual damage to 
the product's sales' What kinds of 
copy appeals have high memo- 
rability value? What types of ap- 
peals are effective in producing 
generall) favorable attitudes to- 
ward the products? These are a 
few of the areas in which research 
on commercials can be helpful to 
the sponsor. 

Elmo C. Wilson 

Director of Research 

Columbia Broadcasting System 

It might be use- 
ful to state the 
problem of spend- 
ing money for ad- 
vertising research 
in the form in 
which it confronts 

every sponsor. 

Since research ex- 
penditures are usually paid from the 
advertising budget, his dilemma will be 
this: 'Should he spend the thousand, five 
thousand, or ten thousand dollars for 
irch, or should he rather buy more 
time or talent for that monej ' Which 
investment will prove more profitable in 
terms ol the total effectiveness ol his 
advei r isin 

It you want your program and VOUl 
commercials at theii best, you have to use 
all your research tools whethei you buy 
t spensiveor inexpensive air time. I here- 

fore, it is actually incorrect to budget 
radio research costs as percentage of the 
time costs with exception of costs for 
rating services, who do bill that w 
Rather, research should be budgeted in 
terms of dollars per program. 

Fortunately, most practical decisions 
on research expenditures do not reft 
research in general, but to specific re- 
search projects in very specific, critical 
situations. The problem is further facili- 
tated by the fact that research operations 
in the radio field do not constitute too 
great a variety. If grouped by the source 
material on which they rely, they fall in 
three broad classes: 

(1) Analysis of the radio audience in 
terms of size, location, and compo- 
sition. This know ledge is derived 
partly from an analysis of the 
various periodical services, partly 
from specific survey operations. 
<2) Appraisal of the radio program, the 
appeal of its idea, its format, and 
its various features, to particular 
groups of listeners. Knowledge of 
this type is derived from tests and 
analytical interviews with the 
Program Analyzer. 
(3) Analysis of the commercial, its 
appeal and its effectiveness, partly 
through the Program Analyzer. 
partly through specially-designed 
experiments and surv< 
( mce our research department has 
found that a certain ion produces 
valid and useful results, and has demon- 
strated this to our client, the cost element 
never plays a derive role. This, for a 
verj simple reason: even the most ex- 
pensive of the research operations men- 
tioned above are usually in the realm of 
one or two per cent of the total radio 
budget. Since our Program Analysis, for 
instance, provides the basis for such 

fundamental decisions as changes in 

format, choke «>t stars, etc., it is obvious 

that the difference between the right and 


the wrong decision in these questions must 
he worth more than two per cent of the 
program's total value. 

Thus, the answer to your question 
"What percentage of his air advertising 
dollar should a sponsor spend for re- 
search?" will depend on the particular 
situation, on the amount of reliable re- 
search tools which an advertising agency 
has developed and tested for such situa- 
tions, and on the size ot the radio budget, 
since research costs do not vary too much 
from program to program. 
Dr. Hans Zeisel 
Manager of Research Develojimoit 
McCanri'Erickson, Incorporated 

To my mind, 
there's no set for- 
mula thatasponsor 
should apply to 
determine just how 
much he should 
spend for audience 
research. It should 
be based upon the 
length of time a 
sponsor has been 
on the'air, what other media he is using, 
the type of product he is selling, and the 
size of his advertising budget. 

In any case, there are several basic 
things that any buyer of airtime should 
know, and it is in determining them that 
he should spend the research chunk of 
his radio advertising dollar. 

First, some basis for gauging a minute- 
by-minute reaction to a program's format 
should be considered. In other words, a 
sponsor and his agency should know just 
what attracts or repels a listener to any 
part of the show. 

Second, the size and composition of the 
audience is a vital research factor. This 
should come from Hooper, Nielsen, or 
independent surveys such as listener diary 

Third, a sponsor should know the sales 
impact of his program: just what the 
program is doing for him in the way of 

These facts will serve a sponsor as a 
tool for building more effective programs 
and will serve as a measure of the results 
he is getting from radio. 

But, again let me emphasize that there 
can be no general rule for how much of 
his air advertising dollar a sponsor should 
spend for research. It depends on how 
much he needs to know. 

Eugene Katz 
Executive vp 
The Katz Agency, Inc. 
(Please turn to page 43) 





by. the Ccvdoud! 

Since !').'{ I when she made her 
radio debut, Mrs. Farrell lias become the radio 
mentor of Hoosier homemakers naive and 
sophisticated alike. 

Mrs. Farrell does no! hide her light under 
ihe well-known bushel. She sells groceries by 
the carload. Her enthusiasm for her sponsors' 
products is so contagious that food manufac- 
turers and their agencies (with an ear to the 
air) have kepi her plugging for them for 
twelve long years. Not because they like her. 
and they certainly do: but because she sells 
groceries in quantities that make inquisitive 
members of the Board grin from ear to ear. 

Have you a food account thai needs Mrs. 
Farrell? She has the same sparkling, irre- 
sistible way with ketchup, lard, chocolates or 
soap — or what have you? In these parts she's 
known as the chain and independent grocer) 
buyers' greatest friend. 


BASIC AFFILIATE: Columbia Broadcasting System 
Represented Nationally by The Katz Agency 




SHOVI • • • 

. . . Iowa's friendliest, most 
merchandisable show. 

Ninety afternoon minutes of 
fun, music and sales, sparked by 
Gene Emerald. Teller of deep- 
chuckle stories, singer of favorite 
songs, spinner of hummable 
platters. An easy-going sales 
approach that takes. 

An amiable mixing bowl for 
high ratings, proven sales. A 
few minutes and quarter hours 
occasionally available. Call or 
write KRNT or The Katz 
Agency for availabilities. 

KRNT has the 
personalities in 

Pes Moines/ 


A Cow/es Station 


Represented by Katz Agency 

Radio has been ribbed by experts before. Wag Wagner, vice president of 
Olian Advertising Company, has a better background than most. He takes 
it as well as gives it. His "Whiiz-i-i — best nickei candy there ii-i-i!", 
'Atlas Prager — got it? Atlas Prager — get ftf', and Paradise Wine Song 
are among the most-ribbed (and resultful) radio commercials on record 

February, birth-month of "I lon- 
est Abe" and "Truthful George!" 
I recalls the sponsor we once 
knew who said (honest, he did) 
to a new advertising man, •'Re- 
member, in our commercials, 
always tell the truth, even if you 
have to lie a little." 
But don't get us wrong, we U >VE 

We've jusi seen a television 
broadcast at a symposium on the 

present and future of video, and 
we can't help it but we've broken 
out in a poetic rash, we're that 
inspired : 


The frontiers of science are bound- 

All fears for the future are ground- 

Oil. hail to our system's incentive 

And hail to man's genius, inven- 
tive 1 . 

To Edison, Bell and Marconi 

And Farnsworth Their dream 
was no phony! 

Please pardon my chesty expansion. 

My ^home's like a proud movie 

fust think of the shows uv'/Mv 

At Home, and you must be agreeing 

That life up to note's been appal- 

Today it's exciting, enthralling. 

I tune in my set and I'm breathless. 

Tor here is a moment that's death- 

Televisions amazing attraction! 

The screen <i// at once leaps to ac- 

I lose all control. 1 am ranting: 

Two wrestlers arc puffing and 

Yes, such is the dream^I have 

bought me, 
The miracle science has urought me 
And brought me direct to mx castle: 
A picture of ape-men who "rassle." 
Oh~ sing out hosannOS, mx hearties, 
And think of these cultural parties: 
Forgetting your troubles and labors 
Von call in your friends and your 

To view, while you're cozily nest- 
A video evening of wrestling! 
Likejiarnessing lightning or thun- 
It Jills you with such awe and 

This tribute to science you utter: 
"Aw, t'row demjmms out in da 

Listening to Edgar Bergen's tenth 
anniversary, reminded us of all 
the radio experts who, no doubt, 
said, "A ventriloquist in radio? 
Ridiculous!" We also knew some 
experts who turned down the 
"Quiz Kids" when it was first 
presented. Oh well, that's what 
experts are for, so that courageous 
souls can prove their courage by 
refusing to quit in the face of 

\\\ 'd like tn n>ss some ripe tomaters 

At many so-called commentators, 
(live cm some news and give 'em 

the nod, 
And, boom, they're oracles of God! 

Time was when kid-- wanted to 
grow up to be firemen or police- 
men or streetcar conductors or 

cowboys. Today the) aspire to 
be disk jockeys. I- BAD'.' 

Now, as the radio rangers invari- 
ably say: "Waal, pardner-. it '^ 
time lei me to be moseyin' along, 
but I'll be gittin' 'round these 
parts agm' right s»x>n. Hope 
you'll be a-waitin'!" 



signed and unsigned 

Sfzattd&i P&Uostnel 3Ua*uf&l 




Frank R. Brodsky 

Charles H. Caldwell 

Cleve W. Carry 

Norman V. Clements 
Samuel J. Cohen 

Harold Danson 

O. F. Duensing 
Basil L. Emery 

Alexander H. Gardner 

George Glevls 

Leavitt E. Grlswold 
Francis W. James 

Howard Llebl 
Richard A. Martlnsen 

Catherine M. Naylor 

William A. Pludo 
Albert B. Richardson 

{Catherine Rowell 
Joseph A. Sherry 

Esther D. Slgal 

Dorothy Sampson Smoot 
James M. Stafford Jr. 

Robert S. Taplinger 
S. E. Voran 

John S. Wllllm 

Lever Bros. Co. (Pepsodent div.), Chicago, adver- 
tising manager 

B. F. Goodrich Co.. Akron, Ohio, sales promotion 


United Aircraft Corp. 

Curtis Publishing Co. (Saturday Evening Post). 

Philadelphia, retail consultant 
Kayton-Splero Co., New York 

O. F. Duensing (dissolved), president 

Chesebrough Mfg. Co., New York, director, secre- 

La France Industries, Inc. (manufacturing dlv.). 
Philadelphia, sales manager 

W. T. Grant Co., New York, assistant sales pro- 
motion director 

Talon, Inc.. Meadville, Pa., retail sales promo- 
tion manager 

Anderson, Davis & Platte. Inc., New York 

Conference of Alcoholic Beverage Industries, in- 
formation director 

Doherty, Clifford & Shenfield, Inc., New York, 
beauty, fashion stylist; Monroe F. Dreher. 
Inc., New York, copy chief 

Adam Hat Stores. Inc., vp 

Chesebrough Mfg. Co., New York, assistant to 
advertising manager 

Marshall Field & Co., Chicago 

Plcatlnny Arsenal, public relations dept. 

Pepsi-Cola Co.. New York, assistant advertising 

manager, display and promotion manager 
McKettrlck-WlIHams. Inc., New York 
Georgia Power Co.. Atlanta, advertising manager 


Fuller & Smith & Ross, Cleveland, account 

Kenyon & Eckhardt, New York; Grey. New York; 

account executive 

Lever Bros. Co. (Pepsodent dlv.), Chicago, advertising 

B. F. Goodrich Co. (Industrial Shoe Products Sales Dlv.), 
Akron, advertising, sales promotion manager 

Unlted-Rexall Drug Co., Los Angeles, assistant retail adver- 
tising manager 

United Aircraft Corp., advertising, sales promotion director 

Lit Bros., Philadelphia, advertising, publicity director 

PRC Pictures. Hollywood, advertising, publicity, exploita- 
tion director 

Vandercook & Sons, Chicago, advertising, sales manager 

Chesebrough Mfg. Co., New York, vp in charge domestic 
and foreign advertising, sales 

La France Industries, Philadelphia, vp In charge advertis- 
ing, sales for entire company 

Gamble Skogmo, Inc., New York, advertising director 

Schleffelln & Co. (drugdlv.). New York, advei rising manager 
Talon. Inc., Meadville. advertising, sales promotion dlv. 

Rexon, Inc., New York, advertising manager 
Frantz Industries, Inc.. Pittsburgh, advertising, sales pro- 
motion manager 
Volupte. Inc., New York; Herb Farm Shop, New York; 
advertising, publicity director 

Shirt Corp. of America, New York, president 
Chesebrough Mfg. Co., New York, advertising manager 

Marshall Field & Co., Chicago, advertising manager 

New Jersey Power & Light Co.. Dover, N. J., advertising. 

publicity director 
Virginia Dare Extract Co., New York, advertising, public 

relations manager 
Leslie Fay Fashions, New York, advertising, sales director 
United Light & Railways Service Co., Kansas City, advertis- 
ing, publicity director 
Enterprise Pictures, vp in charge advertising, publicity 
Parker Appliance Co.. Cleveland, advertising manager 

Jay Thorpe, New York 


AdoeAiUUuf A<je*txuf, P&tiannel GUcwUf&l 


Sidney G. Alexander 

Al Atherton 

Clifford W. Aubuchon 

Benjamin B. Banks 
James J. Booth 
Frank Breslln 
Walter Carle 
John J. Casey 
Edgar W. Clark 

George Clifford 

Joseph R. Cohn 
Robert Colling 
D. R. Collins 
David A. Collins 
Telbert J. Cook 

Theodore L. Deglin 

S. A. Dembner 


Selznlck International-Vanguard Films. New 

York, eastern advertising, publicity director 
Atherton & Gresham. Hollywood (dissolved). 

Anfenger Advertising. St. Louis, vp and account 


Army Air Forces 

Young & Rublcam. New York, tlmebuyer 
Walter Cat le. Hollywood 

Charles N. Stahl, Los Angeles, account executive 
Doremus, Boston, marketing, merchandising 


Boston Herald-Traveler. natinrH advertising staff 
N W. Ayer. New York, radio d< panment manager 
Mitchell-Faust, Chicago, account executive 

McCann-Erickson. Chicago. Minneapolis, ac- 
count executive 

Army: previously Madison . c onare '"--rden Corp.. 
New York, advertising, publicity direi-toi 


Brisacher. Van Norden, New York, director, senior account 

executive, motion picture dlv. 
Atherton & Co. (new), Hollywood, head 

Gardner Advertising, St. Louis 

Ruthrauff & Ryan, New York, account executive 
Ralph H. Jones. New York, account executive 
John E. Pearson. New York, account executive 
KPRK. Livingston. Mont., head 
Charles N. Stahl. San Francis«o. manager 
Kircher. Helton & Collett. Daytan. Ohio, account executive 

Jim Ward & Co. (new), Chicago, Hollywood, head Chicago 

Hlrshon-Garfield. Boston, account executive 
George Hartman Co.. Chicago, assistant to George Hartman 
Mitchell-Faust. Chicago, executive vp 
Aetna. New York, account executive' 
Young & Rubicam. Chicago, account executive 

Deglin-Wood (new). New York, president 

Modern M erch^ndHing. New York, account executive 





Perry Drlggs 

Irving Bckhofl 
George Knzlnger 
Jack I.. Usher Jr. 

i r«in s. Pranken 

I re. I I i. nit/ 

Robert M. Ganger 
Gloria c;<>id 

Gilbert Goold 

James E. Hanna 
Ceorge llarshherger 

Albert 8. Hecht Jr. 
Murray Hlrsch 

Joan Hoagland 

Roger N. Hutchinson Jr. 
Adam K. Johnson 

Frank Kearney 

Elizabeth Kldd 
Julius L. Klein 

Russell Langelle 
E. J. Leavitt 
Bruce Lindeke 

J. B. Llndl 
George O. Logan 
John F. Manning Jr. 
Keran A. Markey 
Herln Moeslnfier 

Shirley Morris 
Henry Morton 

Robert R. Nathan 

Carvel Nelson 
Victor T. Norton 

Lewellyn E. Pickett 
Alan Radcllff 
Clark Ramsay 

Abbott Relly 
Wallace Rlgby 

Art Rivera 

Milton M. Rock more 
Ivan B. Romlg 

Irwin II. Roseman 
Bert M. Sarazan 

Jack Scruggs 
Bill Sholl 

Mrs. Pat Brown Sleeper 
Paul Smallen 
Edward A. Sprague 
Seymour Stelnhardt 
B. Weston Stelle 
Will Stodt 
Eldon Sullivan 

Lawrence W. Tewelea 
William R. Tierney 
Helen B. Underbill 
Jim Waid 
Harry C. Waterston 

Lawrence E. Whitehead 
Allen M. Whltlock 

Henry F. Wood 

G. Bruce Woodln 
Chandler Stewart Wooley 

Waltct II. Wright 
R. W. Zarker 

J. Walter Thompson, Salt Lake City, head 

OWI Bureau of Information. Los Angeles, chief 
Buchanan, Chicago, executive vp, head 

Frederick Loeser, Brooklyn, basement advertising 

Air Forces 

Geyer, Cornell & Newell, New York, vp. director 

Reuben II. Donnelley. Chicago, account executive 

Wortman, Barton 8c Goold, New York, account 

N. W. Ayer. New York 

Rexall Drug Co., Los Angeles, cooperative adver- 
tising manager 


Ray-Hlrsch & Waterston (dissolved). New York, 

American Broadcasting Co., New York, program 
sales dept., assistant manager 

Needham & Grohmann, New York, media dept. 

Smlth-Bull-McCreery, San Francisco, account 

American Home Products, Boyle-Midway dlv.. 
New York, account executive 

N. W. Ayer, Philadelphia, associate copy director 

Goldman Co., advertising, sales promotion man- 

H. George Bloch, St. Louis 

Advertising Management Service, Los Angeles, 
account executive 

Research, advertising service 

Western Electric Co., New York 

WHDH, Boston, manager 


Kleswetter, Wetterau & Baker, New York, comp- 
troller, media director 

Allen & Marshall, Hollywood 

Navy; previously Russell T. Gray, Chicago, ac- 
count executive 

Robert R. Nathan Associates, Inc. (economic 
consultants), Washington, D. C, head 

Pacific National, Portland, Ore. .'manager 

Kenyon & Eckhardt, New York, vp, director, 
merchandising consultant 

Maxon, New York 

Arthur Meyerhoff, Chicago 

Universal Pictures Corp., Universal City, studio 
advertising manager 


Libby, McNeill & Llbby, Chicago; Young & 
Rublcam. New York 

Donovan & Thomas, New York, radio, television 


Romlg Advertising. Reading. Pa., head (consoli- 
dated with ( .rani & Wadsworth, New York) 

Stuart Bart, New York 

Hecht Co.. Washington, D. C, advertising, pub- 
licity director 

Foote, Cone & Belding, Los Angeles, media dept. 

Universal Pictures, Hollywood, advertising, pro- 
motion dept. 

Franklin Simon, New York, advertising dept. 

Mihic & Smallen, New York, creative dept., head 



Lennen & Mitchell, New Y'ork, assistant to 

Jasper, Lynch & Fishel, New York 
Grant. New York, account executive 
St. Georges & Keyes, New York, account executive 
Ward & Futterman (dissolved), Chicago, partner 
Ray-lllrsch & Waterston (dissolved). New York, 


Marschalk & Pratt, New York, account executive 

Army Air Forces; previously KVEC, San Luis 
Obispo, Calif., continuity director 

War Assets Administration, advertising branch 

J. M. Mathes. New York 
Army Alr.Forcee 

J. Walter Thompson, San Francisco, Western regional ad- 
vertising manager on Lincoln-Mercury account 
Kckhoff Advertising (resumes active operation), Hollywood 
Roy S. DiirMiru-. Chicago, vp 

Davis-Fisher- Kayne. Chicago, account executive 
Kockmore, New York 

Hunter Scott, Fresno, Calif., account executive, production 

Geyer, Newell & Ganger (new). New York, partner 
M. M. Young. Los Angeles, account executive 
Goold & Tierney (new). New York, partner 

N. W. Ayer, New York, radio dept. manager 
Glasaer-Galley, Los Angeles, account executive 

Kuttner & Kuttner, Chicago, account executive 
Ray-Hlrsch, New York, head 

Robert W. Orr, New York, radio director 

Needham & Grohmann, New York, media director 
Ford & Damm, Sacramento (new office), manager 

W. Earl Bothwell, New York, account executive 

Lewis & Gilman, Philadelphia 

Norman D. Waters, New Y'ork, account executive 

Charles W. Bolan, St. Louis, account executive 
Artad Associates. New York, account executive 
Llndeke Adv. (new), Los Angeles, head 

Rahn-Schlupp, Milwaukee, account executive 

G. M. Basford, New York, account executive 

Chambers & Wlswell (new), Boston 

Goldman & Walter, Albany, account executive 

Sweetser, Byrne & Harrington, New Y'ork, business 

ager, media director 
Bass-Luckoff, Hollywood, radio director 
House & Leland, Portland, Ore., account executive 

Bert M. Sarazan and Robert R. Nathan, advertising, pub- 
licity (new), Washington, D. C partner (will work closely 
with Robert R. Nathan Associates) 
Nelson Adv. (new), Portland. Ore., head 
American Home Foods, New York, executive vp 

McCann-Erlckson, New York, account executive 

Teweles-RadcHff (new). New Y'ork 

Monroe Greenthal, Los Angeles, vp, head of West Coast 

Blow Co., San Francisco, Roma Wine account 
Dancer-Fitzgerald-Sample. Chicago, account executive 

Jean Fields, New York, television consultant (retaining 

Donovan & Thomas affiliation) 
Rockmore Co. (new). New Y'ork, head 
Grant & Wadsworth, Reading, Pa., vp 

Chernow, New York, account executive 

Bert M. Sarazan and Robert R. Nathan, advertising, pub- 
licity (new). Washington, D. C partner 
Foote, Cone & Belding. Los Angeles, tlmebuyer 
Bozell & Jacobs, Los Angeles, account executive 

Lane Bryant, Brooklyn store, advertising manager 
Paul Smallen Adv. (new). New York, head 
Whitehead & Sprague (new), partner 
Art-Copy Associates, Newark, N. J., radio director 
McLain. Philadelphia, account executive 
Advertising Ideas, New York, account executive 
Robert W. Orr, New York, vp. account executive 

Teweles-RadcHff (new). New Y'ork 

Goold & Tierney (new). New York, partner 

Y'oung & Rubicam. New Y'ork 

Jim Ward & Co. (new). Chicago, Hollywood, head 

Waterston Co.. New York, head 

Whitehead & Sprague (new), partner 

Kastor. Parrell, Quale] ..\ Clifford, New York, account 

Deglin-W'ood, New York, vp 

C M. Basford. New York, account executive 
Roy S. Durstine. New York, account executive 

Moss. New York, account etec.itlve 
Grant, Detroit, account executiw 



"They're terrific. Keep 'em coming! I'm referring 
to the new BMI Continuity feature, 'love letters 
and love Songs/ 

We've a/ready scheduled them for a local sponsor, 
so please keep them coming. Incidentally, I'm hav- 
ing success with 'According to the Record, ' too. 
Thanks a lot!" 


Program Director KDB 

Don Lee Broadcasting System 



Hundreds of alert program managers like Don Roberts are cashing in on 
BMI Continuities. 

Whether your music programming makes use of phonograph records or 
electrical transcriptions, BMI CONTINUITY answers your every need ... in 
sustaining or sponsored shows. 

Each script includes the use of carefully selected BMI-licensed music, cued 
to all of the major transcription libraries and to available phonograph records. 

All are distinctive and refreshing program ideas, smoothly and effectively 
written by a staff of capable continuity writers. 


Exciting, romantic entertainment. A complete series of 5- 
minute programs scheduled to run five times per week for 
52 weeks. 


Timely facts about the unusual, with musical cues that fit 
neatly into a dynamic 5-minute show. Available seven times 
per week for 52 weeks. 


A headline radio show. New and unusual. Soon to be avail- 
able. Also 5-minutes, five times weekly. 

This BMI services is provided throughout the year, without cost, to all BMI- 
licensed stations. Write to Russell Sanjek for your copies of these scripts. 

Broadcast Music, Inc. C 




for the 



radio is still 

'I'll i ■ Hi <•«•<'■' (he < i i' nil. il ion the .Mori' 
It's Head: Onlv < omirs. Sports, and 
Society Top Interest in Program IVewi 

RADIO as news, instead of compe- 
tition, is once again penetrating 
the editorial rooms of the na- 
tion's newspapers. There's no revolu- 
tion. Reader interest in things broadcast 
has been emphasized in the Continuing 
Study oj Newspaper Reading* for the past 
seven years. Shortage of newsprint and 
competitive considerations have mitigated 
against recognition's showing up in in- 
creased space given to news of what's on 
the air. The shortage is still a factor but 
war-eliminated features are finding their 
way back into the press. This alone 
doesn't account for the leal increase in 
space which has shown up in three recent 
studies, made for advertisers by news- 
paper research organizations, on news- 
paper acceptance of radio news. The tide- 
is turning and newspapers are not only 
using radio news to win readers but they 
are using radio time-selling formulas and 
in at least one case radio's nomenclature 
and business habits to sell space Ameri- 
can Newspaper Advertising Network is 
selling in 1 3-week packages, with fre- 
quency and gross space discounts). 

Radio columns which shrank to a new 
low in 1945 are coming back strong. John 
Crosby's New York Herald-Tribune col- 
umn is now also appearing in 14 other 
papers. Paul Denis' New York Evening 
Post stint is being slanted towards syndi- 
cation. Both Charles Butterfield's Asso- 
ciated Press and Jack Gaver's United 
Press column report manifold increases in 
newspaper pick-up during the past six 
months. Thirteen newspapers during the 
past five months have added radio gossip- 
news columns and 38 of those checked 
have increased space allotments of their 
radio departments. 
Readers want program and artist news 

'Validity of these figures as far as radio is con- 
indicated by the fact that they an 
Pl| Restart h 

: span- 
of the Association ertisers 

IA 1) and the American Associal 
■ Ml [ARI ■ 


and what is more the recent surveys indi- 
cated that they want advance tips of 
what's coming up in the way of listening. 
Further, over 28 per cent of newspaper 
readers questioned in a special survey 
stated that they would read, with more 
than usual interest, regular honest criti- 
cism of the previous evening's broadcast 
if it were handled in the same manner as 
motion picture and theatrical reviews. 

The manner in which radio news and 
columning are handled has a great deal to 
do with the acceptance with which they 
are received by readers. The big-town 
newspapers are read for radio news nearly 
twice as much as the small towns'. That 
goes for both men and women readers. 
How much the size of newspaper (which 
usually determines handling of radio 
news) has to do with its acceptability by 
readers is indicated in a section of the 
Continuing Study report. 

(by size of newspaper) 
under 25 M 25-100M lOOMororer 
Male M M H 

Female 36 15 

* Readers of either columns or listings. 

Of the 100 publications analyzed in this 
study 97 had radio listings or news. The 
100 papers ran the gamut in size and 
handling and are fairly representative of 
the field although only one newspaper of 
over 100,000 circulation has been sur- 
veyed since VJ day. The other nine 
papers checked during the postwar period 
ran in circulation from 15,000 to 78,000. 
The remaining 90 papers were surveyed 
before VJ day. Although only one paper 
of over 100,000 paid circulation con- 
tributes to postwar data, readership sur- 
vey authorities insist that indications are 
the relative picture wouldn't be changed 
much if more of the reports were postwar. 
Because readership is relative it is neces- 
sary that radio readership be matched 
against other standing departments of 
the newspapers analyzed in the Continu- 
ing Study. 










Sports (news & 




Society (news & 

Radio (listings & news 
Any Editorial 

36 ' 

) 39% 





It may be noted that radio is third with 
women and third with men as well 
because women like it better than sports 
news and men like it better than society 

A radio column in a newspaper naturally 
increases the readership of radio news and 
listings in an average paper, the Continu- 
ing Study showing that publications with 
these 'pillars are read for radio news or 
listings 1 1 per cent more than newspapers 
sans a fan column. Radio pictures do 
even more for readership, the papers with 
"art" rating 14 per cent more radio 
readership than the papers without broad- 
cast illustrations. 

Another factor of interest to radio 
advertisers seems to indicate that the 
small radio'program ad is not the listener- 
puller that it is supposed to be. Fifty- 
seven per cent of the radio advertisements 
were in this category (under 70 lines) and 
pulled a readership with both men and 
women of 3 per cent each. Ads of 
between 70 and 200 lines, which repre- 
sented 32 per cent of all radio program 
advertising, were read by 9 per cent of 
the men and 12 per cent of the women. 
The over-200-line ads (11 per cent of the 
radio advertising) were read by 20 per 
cent of the men and 32 per cent of the 
women — a fairly high readership figure for 
advertising copy. 

While not pertinent to the thesis of this 
report, it's interesting that the number 
one comic strip for men (as revealed by 
the 100 newspapers checked for the 
Continuing Study) is Dick Tracy which is 
heard cooperatively over ABC, and the 
number one comic for women is Blondie, 
heard over CBS (Colgate-Palmolive- 

And as a final tour de force, and as an 
answer to the popular panning of daytime 
serials, about half the women indicate 
that they read the "advice to the love- 
lorn" column religiously. 



of Hollywood 

A show for every purpose—every budget.. 



DRAMATIC-C/2 hr. once-a-week) 

"STRANGE WILLS"-storring Warren William 

MUSICAL— (15 min.— 5 times per week) 
"SONS OF THE PIONEERS"-(Popular Western music) 
"MOONDREAMS" (Music and poetry for easy listening, 
starring Marvin Miller) 

PARTICIPATION -(15 min.-5 times per week) 

Three I minute commercial spots in each show. 1 

"FACT AND FALLACY" (Unusual narrative type) 

"LOOK AND LISTEN" (Feminine appeal with movie "name" guests) 


"THIS AMAZING WORLD!"-(5 min.-5 times per week) 

(Stories proving that truth is stranger than fiction.) 
"THESE ARE THE PEOPLE"-(15 min.-5 times per week) 

(On-the-spot transcriptions of world cruise to the far corners of 

the earth— with William Winter, famed CBS war correspondent.) 




Musical and Comedy 

Quiz show 

Musical quiz show 

Psychological suspense 

Western story starring 

Wild Bill Elliot 





If you tell it with TELEWAYS-you sell it! 





Monthly Tabulation of Advertising by Categories 



American Chicle Co., 
Long Island City, N. Y. 

Badger, Browning & 
Hersey, New York 

Dentyne,- Chiclets,- Sen- 
Sen,- A dams Clove Gum,- 
Beeman's Pepsin Gum 

1 5-sec, Vi-min e.t. breaks, 
participations, all major 


Beech-Nut Packing 
Co., New York 

New York 

Chewing gum 

Live 1 5-sec chain breaks, 
about 1 75 stations 

Paul F. Beich Co., 
Bloomington, III. 

Arthur Meyerhoff, 

Pecan Pete,- Whiz 

E.t. breaks, 62 stations 

Brock Candy Co., 

Liller, Neal & 
Battle, Atlanta 

Candy bars 

E.t. breaks, 77 stations 

Brown & Haley Candy 
Co., Tacoma,V/ash. 


Almond Roca Candy 

The King's Men (NBC), Fri 9-9:15 pm 
pst, 7 stations 

Bunte Bros., 

Presba, Fellers & 
Presba, Chicago 

Bunte Bars 

World Front (NBC), Sun 12-12:30 pm, 
20 stations 

Canada Dry Ginger 
Ale, Inc., New York 

J. M. Mathes, 
New York 

Ginger ale 

Sparkle Time (CBS), Fri 7:30-8 pm 

Live 1 -min spots in partici- 
pating programs, 44 sta- 

Clicquot Club Co., 
Millis, Mass. 

N. W. Ayer, 
New York 

Ginger ale 

1-min live, e.t. spots, 3 

Coca-Cola Co., 
New York 

New York 

Soft drink 

Coke Club with Morton Downey 
(MBS), MTWTF 12:15-12:30 pm 
(with live local bottlers' tag in major 
markets). Off temporarily as of Jan 31 

Occasional local sports 
features, several markets 

Curtiss Candy Co., 

C. L. Miller, 
New York 

Baby Ruth; Butterfinger,- 

Jolly Jack,- NRG Koko- 


News with Warren Sweeney (CBS), 
Sat, Sun 11-11:05 am 

Dr. Pepper Co., 


Soft drink 

Darts for Dough (ABC), Sun 5-5:30 pm 

Spots, e.t. breaks, placed 
by local bottlers 

Fanny Farmer Candy 
Shops, Rochester, N.7. 

J. Walter Thompson, 
New York 


Live spots in participation 
programs, 17 stations 

Charles E. Hires Co., 

N. W. Ayer, 
New York 

Root beer 

Here s to Ya' (CBS), Sun 2:30-3 pm 

Lime Cola Co., 
Montgomery, Ala. 

Norman A. Mack, 
New York 

Soft drink 

1-min live spots, Vi-min 
e.t. breaks, 17 markets 

Marlon Confections 
Co., New York 


Dragees, chocolates 

15-min news, once weekly, 1 sattion. 

Live spots, several Eastern 

Mars, Inc., 


Dr. 1. Q.,- Milky Way,- 
Mars,- and others 

Dr. I. Q. (NBC), Mon 10:30-11 pm 

Curtain Time (NBC), Sat 7:30-8 pm, 

32 stations 

Nehi Corp., 
Columbus, Ga. 

New York 

Royal Crown Cola 

Dick Tracy (ABC), MTWTF 5:1 5-5:30 

pm (co-op in 12 markets) 

Grand Ole Opry, Sat 8:30-9 pm, 

itation WSM 

1-min e.t. breaks, spots, 
about 225 stations. Rec- 
ord shows on several sta- 

Pepsi-Cola Co., 
Long Island City, N. Y. 


New York 

Young & Rubicam, 

New York 


Evervess Sparkling 

1 5-sec e.t. spots, 30 sta- 

Live 1-min spots, limited 

Peter Paul, Inc. 
Naugatuck, Ccnn. 

Brisacher, Van 
Norden, Los Angeles 

Choclettos,- Mounds,- 
Charcoal gum 

Sam Hayes— News (ABC), Sun 9-9.1 5 

pm pst, 14 Pacific stations 

Bob Garred— News (CBS), MWF 

5:45-5.55 pm TTS 7:30-7:45 pm pst, 


Planters Nut and 

Chocolate Co., 
Wilkes-Barre, Pa. 


New York 

Raymond R. Morgan, 


Salted peanuts 

10, 15-min news, all major markets 

Elmer Peterson (NBC), WTFS 5:45-6 
pm pst, 8 Pacific stations 

Harry Flannery — News (CBS Pacific 
Coast) 5:30-5:45 pm pst 

Live spots, all major mar- 

Rockwood & Co., 

New York 

Chocolate Bits,- 
chocolate and cocoa 

1-min live spots in 
women's-participation pro- 
grams, 40 major markets 

Schutter Candy Co., 

Schwimmer & Scott, 

Old Nick,- 

Counterspy (ABC), Sun 5:30-6 pm 

Sweets Co. of America, 
Inc., Hoboken, N. J. 

Duane Jones 
New York 

Tootsie Fudge Mix 

Participations New York 
and Chicago 

Wilbur-Suchard Choco- 
late Co., Lititz, Pa. 

Badger, Browning & 
Hersey, New York 

Wilbur, Suchard choco- 
late specialties 

Half-hour recorded variety show once 
weekly, 2 stations 

1 5-sec e.t. spots, 10 sta- 

Williamson Candy Co., 

Aubrey, Moore & 
Wallace, Chicago 

Oh Henry! 

True Detective Mysteries (MBS), Sun 
4:30-5 pm 

~^^~ - 


(1 Laine L^< 

Thirty Thousand Words a Week 

She's the number one daytime radio writer, dictaphoning 
30,000 words a week for her three top-rated serials. The 
Carrington formula is simple. She states that her shows grow 
out of incidents in her own married life, are rounded out by 
extensive social research., salted with the Carrington brand of 
liberal thinking, and adored by listeners who know her story 
characters far better than their neighbors. 

Carrington serials have been psychoanalyzed by the experts. 
They have been labeled "uninspired," "escapist," "neu- 
rotic" . . . but her When a Girl Marries carries the General 
Foods' ball in the top Hooper Ten with a 7.6. P&G sponsors. 
Pepper Young, now rated a 6.5 and the new Carrington 
opus, Rosemary, delivering a 5.7. 

Her soapers pay off in sales. To the advertiser, they are 
relatively economical ; to the listeners, habitTorming in listening 
and buying. The Carrington trio, and the 40 or so other 
serials on the air, have a combined average listening of 20 

Elaine Carrington, a pleasant, gray-haired, matronly 
woman, received her first radio break in New York in 1932. 
NBC took a flyer on her Red Davis, starring Burgess Meredith, 
first of the big serials. It carried the BeeclvNut banner until 
1936 when P&G bought and retitled it Pepper Young's 
Family. The other two serials followed in 1940 and 1944. 
They are all as virtuous as Carrie Nation. Carrington's 
listeners wouldn't have them otherwise. 

Her literary output goes mainly to radio. However, she 
has a Broadway musical, Crosstown, in the works. Her radio 
listening runs to Jack Benny, Fanny Brice, and the Phil' 
harmonic. She likes singing commercials! 

« " 1 


Golden t 

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money " 

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i St. Louis 

1,460,34 7 people 

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will tell you n 






INK inn miin PONT 


Southern W'eit Virginia*! 




Bluefield, West \ iri 

i ro DB 

?-3 poo WATTS J 

JUUa for time MgDals, weather n\* ru, mar 
HBfctii 1 .9 broadcast*, amlabli 

^Hm of program, advertiainc an<] 
^^^^hf and operatiaff staff are at the dtepa 
Arraiueroerjta can Uj made for rennce bra 

Time Buying 

It's noj all 
in the 
rate cards 




E.toblllb.d 1, If II 


Ho+.l Chorl.t 



5000 Watts 
910 KC 

lates * Terms * Facilities 

Effective July 1, 1946 

Rate cards — like Topsy — "just 
growed," until after eight years 
of work (including two years of 
intensive day-by-day conferring) the 
National Association of Broadcasters de- 
veloped five forms that were acceptable 
to the American Association of Adver- 
tising and the stations. That's over with 
and within the year it's expected that 80 
per cent of the nation's broadcasters will 
have issued rate cards which conform in 
all details to the approved formulae. 



Owo..'d and Operated by 


1427 K Street. N. W. 

Wothleoten 6. 0. C. 

Telephone MEtropolttoo 0010 


._ _* 

Sattbtune't Pouftfrd Salesman • 


That means that timebuyers' lives at 
agencies will be simpler; but it doesn't 
mean that advertising managers will 
find it easier to check their cost per thou- 
sand listeners — even to check an antici- 
pated cost-per-thousand on national spot 
advertising. There are too many factors 
that can't be reduced to a rate card, even 
were a station Broadcast Measurement 
Bureau map included with each rate card. 

On station breaks and announcements 
a number of outlets have "premium 
charges" established to equalize time 
charges. If a certain break has double 
the number of listeners of another (be- 
tween Edgar Bergen and Fred Allen or 
Lux Theater and Screen Guild for in- 
stance) a number of stations feel it's not 
out of line to charge a premium rate for 
that break of double the fee established 
on the rate card. Many agencies con- 
sider the spots in high listening periods 
worth extra fees despite the fact that 
"preferred positions" have not been 
standard practice in broadcasting. Pre- 
mium spots can't be listed on a rate card. 
Since a number of important shows have 
repeat broadcasts and others don't it is 
not simple even to figure when a station 
break may be a premium spot. The 
programs the station is carrying will de- 
termine this at any time. 

There are other factors such as the 
competition that's on the air in each 
city. If the spot being placed is ad- 
dressed to men and if one of the stations 
has a sporting event scheduled, no other 
station in that town is a good buy for 
the product. It is here that the station 
representative has to step in to advise 
not only what his station has to offer 
but what is on the air on all the other 
stations in the town — and nearby towns 
as well. Good timebuying requires the 
complete knowledge of what's on the air 
at all times. That's one of the reasons 
why the media end of broadcasting is 
an ulcer business. 

Uniformity in rate card form and in- 
formation on costs-per-times-per-week 
will be a fact for most stations soon, but 
that doesn't mean that there will be 
uniformity in base rates. Competition, 
population density, listening habits, and 
a host of other factors may justify a base 
rate spread of as much as 50 per cent 
between two stations of identical power 
in comparable markets. To estimate re- 
sults it's essential to know the market 
not only from a product point of view 
but a broadcasting point of view as well. 
It's at this point that advertising agency 
know-how comes in. Help that station 

representatives give is important but 
what the timebuyer knows is vital. It's 
he for instance who knows just what 
extras — merchandising, car cards, mar- 
keting, etc. — are part of a station's reg- 
ular services. Some of these extras 
(seldom if ever on a rate card and not 
provided for in the NAB approved forms) 
may mean the difference between the 
success or failure in an ad-campaign. 
This is especially true when a new prod- 
uct or campaign is being introduced. 

Typical of what a timebuyer can be 
faced with to protect a client's adver- 
tising dollar is the job that Raymond 
Nelson was called upon to do for Sears 
Roebuck during the recent truck strike 
in the East. Sears had made emergency 
plans to deliver all Christmas orders de- 
spite the strike and wanted to let every- 
one know about it. It was Nelson's job 
to set up a spot schedule in every market 
that Sears desired to reach. By midnight 
of the day on which the client notified 
Nelson of the job to be done the business 
had been placed. The following morning 
Sears' district manager called again — 
the strike had been called off and Nelson 
was to cancel as many of the schedules 
as he could. Another day spent on the 
long-distance phone resulted in the can- 
cellation of more than 90 per cent of the 
spot business placed the day before. 

There was nothing about cancellations 
on the rate cards Nelson used; and no 
contracts had been issued by the agency 
confirming the spot placements either. 
The Sears-Nelson incident was an emer- 
gency production, of course, but broad- 
casting is a business that doesn't seem 
natural without a daily crisis. 

There are other problems not answered 
by rate cards. One of these is the matter 
of discounts after the first 52 weeks. In 
most stations an advertiser starts all 
over again to earn his frequency discount 
after each continuous year of broad- 
casting, though there are some stations 
and an important section of the industry 
which feel that continuity of use of a 
station should be recognized even if the 
period is 10 years. 

Timebuying is a fine art which gets 
an assist from rate cards, but the answer 
to successful spot placement — to obtain- 
ing the maximum per advertising dollar 
— is the keeness of the timebuyer, who, 
except in a relatively few cases, is the 
advertising agency's most underpaid and 
underrated executive. With all time 
placement except network a timebuyer 
can make or break a campaign. 




_ff.ffCT.Vf MARCH I. 1946 


»»at to thi oaoin or mru • 

•9*9 39 z?mvu wui,' * 


- Adam Hat Storks. 

110 fit -Oil !-•« inn 


969 jroNSOR 


Carxatiiix CU>Mi>.\jrv 


. ,(■> M U \I FOODS S\I1S( OMI'XM hi j 

l.lUi.t. »• Fufc A i , New Tart 17. N. T. 

' Centkal Hanovbi Rank and Tiust Company « N? 96 


I KST 32*0 8T 
. HEW YOK If ■ Y 


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TbeGmcn Walch (ompanx.lwu 

lter Thompson Company 







oroaber 15. 


Tl-:£SiiraofS5a| Roche - Wi,,iams *CI**ty.L.e, 

DECK '846 




oseph Katz Company 

Baltimore. Ma 

M 501 

Trn Jo** ** Katz Ct 


J47 rUH AVtNU WW VOX 17. H 1 

m h. TwxncM A Amocia 

lOVTH LA IAL1.I ITlltl . CHICAGO >. 111. 

Batten, Barton, Duntine Of Osborn 

383 Madison Avenue. New York 

Pat to the order of 



174 Nation. 
210 ■•**•"••"■■ ■•" 

F00TE.C0NE& Beldino 

\di erlisint 

< . a nl in- r /r/i <■ > //j r >i f/ ' 

ST S2R0 SI. 


(>urr.ixXiVTi, ; ■ 




Ad* t 'tiling 


«■> MR •» ■ 






Henrus Watch Comp. 

Vick Chemical Company 

XbWMwk a. NOV 1 

onaor Publication* Ina. 


S.C IOHNSON & SON, INC. JteMl/lfamm 


c,MtaDry N ?^; i 'v , " eor,,orrted „/ >|MM00cts 

^ -V 27570 15 g| soi./ioo* 

^ ?;•" SPOHSOR 
" „ J M\\ « Falstaf 

Mew lark, ; 



1 • 1 \ LI^t^TO^^wB 

llKLBKON MATfH COMPANY, Inc. „ , ,.,..„ 


SEW YORK /L/V v v (<) 

^'«faf NOV 19 15 






imiovioknce, B. I. 1-ni^Lv JZ_. 19±.L. 




I itnoa Trust Company 
.».. Providence, . 

E**™E}5 22200 SI 



E Jlftitflont br&miimrs ^(fiompant) L m-909%sb g 

i^^^^ioocrs «f 

»o. U3072 „ _ RCV 8 - 1S46 




Wi Iminglon ■ D« 1 . 

[Alii ■ - ■ 


■witty Trust cJ 

.„; Steel Corporation 

New York. N.V NOV J. 3 }?/! No. av 32306 

Frigidaire Divisk 

DBXEfflER 30, I9i6. DAYTON, OH 


M.AKK • anno • sucumax inc. 


La Roc he & Ellis, Inc. 


The New York Trust Company 

■ 1 yr. subscription to 
rSFOJISCS - thru Nov. 19A 

bic. ra 
No. . 493 

, y i-i27 

,<C - JA !©*_« 210 





Brooke. Smith, French & Dorrance.Inc. 


Publications, Ino. 



oHinui of ap°n«»r 


SA.NfRAXCISCO.CAl... DEC ? 1946 



kO W- 52nd STREET 
SEW YORK-19- K.Y. 



412 South 10th. Street 



s, too 

j i nmi pub] 

♦0 w«.t ■j2ud 
In York 10, 

■EWSBt 16. , B iol 


Ouane Jones Company, I 

». Iiminr * » «.. I 


Baker & Hosking, Inc. 


.vpn Vm«n 


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1-C7 1 '^^^^^ 
210 I 

nTI"fci 3K 

V ■ 





Direct Selling Develop 

R. id in cj m make direct sales CO. D. 
One advertising agency, Huber 
Hoge and Sons, has sold a million 
books with spot announcements and pro- 
gram participations. Another, North- 
west Radio Advertising Co., has sold 
more seeds and shrubs (for Gardner 
Nursery) than anyone ever thought could 

be sold via any one medium. The seed 
and shrub selling lapsed during the war 
but the hook selling has carried on, 
becoming bigger and bigger. 

Readership of books has been increas- 
ing by leaps and bounds and broadcasting 
rates a good part of the credit, since with 
the exception of book-of-t he-month clubs 

We promise to set it right again. But, you see, ours was upset recently and 
it changed a lot of notions we had always counted on. 

WSYR has a big farm audience. About 40% of all New York State farm 
families are in our area. We thought we know their radio habits pretty 
well. But a recent and indisputably sound survey* has given us new answers 
to some old and important questions. For example: 


What do you think arc the peak listening hours in farm homes? 

How many hours per day, in those homes, do you think the fanner, 
his wife and children each listen to the radio? 

Which of the eight stations regularly heard by Central New York 
farm homes has the most listeners? 

And — most important to advertisers— what type of programs do 
you think they like to hear most? (One hint: it isn't farm programs.) 

As a sound guide to advertisers who want to plan productive 
campaigns in the ricb Central New York farm market, these facts are all 
presented in a new hook called "Down to Earth!' The only thorough study 
yet made, it may revolutionize your ideas about Eastern farm listening. 
\\ rite, <>ii your lettei bead, to B. M. Middleton, 924 Chrysler Building, New 
York 17, for your copy today. The number available is limited. 

'Conducted by Farm Opinion 
& Research among Central 
New York farm families 

WTRYAIb.n ? Tiov.Srhrn«-l..l,. S \\ III, 
N'rw Haven, are ilioH.I , Wilder Station! 

Represented by Hcadley-Rced 

and 25-cent pocket editions nothing new 
has been added to book merchandising in 
the past generation. Much of what radio 
has done for books has been educational 
rather than commercial in character. 
Programs like OJ Men and Books (CBSi 
and The World's Greatest Novels (NBC) 
build a wider understanding of "better 
books.'' Other programs, like The 
Author Meets the Critic (WQXR, N. Y., 
and MBS) and Books on Trial (WHN, 
N. Y.j, develop interest in more popular 
books. Even lending libraries like 
Womrath's find Music to Read by (WHN) 
a good vehicle on which to sell the buying 
and rental of books. 

The publishing world has, however, 
been notoriously hidebound in its adver- 
tising ideas. It took William H. Wise and 
Company, publishers who had been doing 
direct-mail selling instead of going 
through conventional bookstore channels, 
to really give broadcasting its chance to 
♦prove that it could sell books. Wise had 
been using the back page of the New York 
Times book tabloid for years and had 
been doing it at a substantial profit per 
sale. Shifting to broadcasting meant a 
major risk, but they turned the problem 
over to Huber Hoge, which by this time 
had begun to shift from its p. i. (per in- 
quiry) business to straight time buys. It 
still used high pressure and commercials 
as long as five minutes. It still bought 
time on a week-to-week basis. Each 
week the stations wired Hoge the number 
of orders received for the book being 
featured. If the quantity was sufficient 
to justify the continuance of the an- 
nouncements, time orders for another 
week were wired the outlets. In some 
cases, if the business was good enough, 
double the number of spots were bought. 
If the business was n. g. the station was 
dropped from the list and a new station 
in the same area used. Thus actually 
100 new contracts were issued each week. 
Hoge operated on a volcano and even if 
the profit for Hoge was nothing to com- 
pare with that of a major advertising 
agency it did operate at a profit for \\ a 
and other book publishers. 

A selling pattern was being developed 
too. It was discovered that the bigger 
stations, the ones that refused those five- 
minute commercials and frowned upon 
pressure selling, delivered more sales per 
dollar. It was also found that the cleaner 
the selling the better the "credit risk" 



A Five-Part Air Formula 

which was taken on each C. O. D. order, 
i.e., less refusals, etc. — every refusal costs 
a book company plenty. They were de- 
veloping a test formula. Every commer' 
cial, as Hoge sees it, is a five- part opera- 
tion, composed of copy, offer, time, pro- 
gram, and announcer. In checking the 
impact of a campaign they never change 
more than one of these basic factors 
at a time. Thus they can weigh each 
element separately, for if four things are 
kept constant any change that develops 
can be traced to the one element changed. 
In the case of copy it may be just the 
rephrasing of a statement into a question 
that will make the difference in sales. 
And since response in direct sales per 
station (orders are generally sent to a 
local box number or the station) is im- 
mediately discernible, each tiny change 
can be analyzed in terms of results. 

Hoge knows the exact pull of over 500 
stations with respect to book sales. And 
for the Wise Company at least this 
knowledge has meant a lower cost per sale 
than any other medium it has used to 
date. It has meant to Wise also a mailing 
list that hasn't been milked; the book 
sections of big metropolitan newspapers 
on the other hand reach the same readers 
week after week. (These readers are not 
the total circulation of the Sunday news- 
papers but that fraction of them who are 
book-minded.) Hoge is now usinga 64- 
station ABC network (William Lang, 
11:45-12 n. TTh) for William Wise. 

Doubleday Books, the Dollar Book 
Club, the Book League (all Doubleday 
and Company, Inc., operat'ons) have all 
found that live-copy spot announcements 
on participation shows in key markets 
sell on a comparative cost with printed 
media. However, the Doubleday-spon- 
sored Literary Guild didn't pull enough 
sales on WHN's Books on Trial to justify 
their continued sponsorship, although 
that hasn't soured them on radio and 
they're expected to go network sometime 
in February with a program planned by 
Huber Hoge. The Hoge organization 
feels it has reached the point where its 
book know-how can be translated into a 
network operation, on the same basis that 
its spot operation has paid off. 

The other network book operation, 
Book-of-the-Month Club's sponsorship of 
The Author Meets the Critic, is being con- 
tinued although like most of the BOM's 

operations actual result figures are not 
available to the trade or the public (BOM 
has always been that kind of an opera- 

Two other programs contribute to book 
sales, Inner Sanctum (CBS) and Crime 
Club (MBS), both having a non-commer- 
cial tie-up but both naturally increasing 

the sale of the whodunits that carry 
identical trade names — Inner Sanctum 
Mysteries (Simon and Schuster) and 
Crime Club (Doubleday). 

One thing is certain — spots sell books. 
One thing is about to be tested — can the 
spot technique be translated to a network 
show and continue to sell? 




Natiohal Sales Representatives 





5 8 KC 









KARV Mesa, Ariz. 

KWKW Los Angeles 

KKIN Visalia, Calif. 

WWDC Washington, D. C. 

WSBC Chicago 

WFAU Augusta, Me. 

WJOR Bangor, Me 

WCOU Lewiston, Me. 

*W0RL Boston 

**WJBK Detroit 

WIBM Jackson, Mich. 

WMIN Minneapolis -St. Paul 

KXLW St. Louis 

KDRO Sedalia, Mo. 

WBNX New York 

WRRZ Clinton, N. C. 

WRRF Washington, N. C. 

WKAP Allentown, Pa. 

WISR Butler, Pa. 

WCHA Chambersburg, Pa. 

WLAN Lancaster, Pa. 

WNAR Norristovvn. Pa. 

WDAS Philadelphia 

WWSW Pittsburgh 

WHWL Wilkes-Barre, Pa. 

WAND Anderson, S. C. 

WHHM Memphis 

KVET Austin, Tex. 

KONO San Antonio 

WLOW Norfolk, Va. 

WBRW Welch, W. Va. 

CKNW Westminster, B. C. 

* except in New York ** except in Chicago 

New York • Chicago • Philadelphia 

Pittsburgh • Washington • Baltimore 

Los Angeles • San Francisco 

Publicity in Actiog 


If it weren't for the Illustrated Radio 
Press radio publicity would go 
begging in New Orleans. The five 
stations combined actually landed 31 
inches during the week checked in all 
three dailies, although they did buy 
considerable ad-space, actually 191 inches 
for four stations (the fifth did not buy 
any space). 

In the Illustrated Press the five stations 
received a total of 384* 4 inches of free 
space and bought 40 inches of advertising. 
In the tabulations the Press slide ruling 
has been kept apart from the checking of 
the general press. 

The picture will no doubt change 
shortly with the Times' Picayune entering 
the broadcasting picture as a radio sta- 
tion owner. The tabulation was made 
before this factor entered the scene, the 
newspapers being for the week of Sep- 
tember 16 21, 1946 — a typical "opening 
of the radio season" week. 




v • « wal town, 

very » ev .hinti else). l llt 

sea food (or »" * ^ \he.e parts 
best sales temtoo iM ,„. >.. 

- *r ST«rtf" r prol,d 

Thats «h) > coverafe. 

antl T% SE ***** "i 

Actually. WAVJ much roUll l 

sales as Kentu K ^ 

«* * e "ST £* - a ■* 

heart to o ^goodl 
where the fishm* 

In the dailies there is no correlatien 
between paid space and publicity. How- 
ever, the publicity linage is so tiny that 
no correlation could be attempted. This 
is the publicity which the stations 're- 
ceived the week measured: 


M Bl 




.01 .il 




WDM - \IS<: 




1(1 1 

















In this Southern town the stations did 
try to offset the lack of newspaper ac- 
ceptance of radio news, by advertising. 
The paid space standing stacks up like 

\n\ I K I IM\(. [NCHES 





























As noted previously, all the above 
figures are without the space which sta- 
tions and networks shared in the Illus- 
trated Press. In this amusement sheet 
WWL, WDSU, and WNOE each have a 
column (two columns wide) of their own, 
aside from regular publicity in the paper. 
WSMB did not have a column in the 
issue checked but did have a two-column 
interview with its program director which 
spacewise added up to the same thing. 
The network "clip-sheets" get consider- 
able play in this publication with two of 
Mutual's running features used in the 
issue. For some reason or other none of 
the networks' fashion releases are used. 

Station and network standing in the 
Illustrated Press look like this: 

Pl'BMCl 1 1 l\< III S 







WDS1 -ABC 54V4 





1.2 Vl 











WJBW-Ind. 7 


WW1.II (KM) 2 V. 


1 /;( John \ ■ •■ 

MM / t Fit 


It might be supposed that with this 
amount of publicity the stations would be 
spending a substantial amount of money 
in advertising with the paper. The paid 
linage figures do not indicate this. 
























This is the New Orleans picture as the 
present season started. As indicated it'll 
be different before another season rolls 
around, with new AM and FM stations 
in operation and the newspapers becom- 
ing interested in station ownership. 


St. Louis is a town in which two 
out of the three newspapers own 
stations, the third being unaffiliated. 
The Pulitzer Post-Dispatch owns KSD 
(NBC) and the Star-Times owns KXOK 
(ABC). The stations without a publica- 
tion daddy are KFUO, KMOX (CBS), 
KWK (MBS), WEW, and WIL; the 
paper without a radio-baby is the Globe' 

The Post- Dispatch is the most radio- 
minded and although the week checked 
was not one during which it went to town 
on its "plug-uglies" campaign,* it still 
gave plenty of space to its own KSD 
with the station receiving 75 per cent of 
the attention in the Radio Favorites 
listings. What it did for KSD made the 
latter's publicity record for the week 
checked some 20 inches better than the 
second station, KXOK. Of course the 
fact that KSD has NBC stars to talk 
about makes it easier to top ABC which 
can't compete at present in the stellar 
division with the senior web. 

In areas like St. Louis, the promotional 
job done by the broadcasters over and 
above their publicity fanfare is also 
vital. At some future time by a Pro- 
motion in Action series sponsor will 
attempt to assay the gold that the pro- 
motional phase of station and network 
operation produces. 

*The "I'ost Dispatch" during the last two years has 
been attacking over-commercialization of radio medical 
and laxative air-ad eopy. At frequent intervals it 
returns to the attack. II "popularized" the mum 
plug-uglies for "bad" commercials. 










83 'A 











12 'A 

45 'A 



15 'A 






Advertising generally finds the net- 
works running pretty much in the order 
of their gathering free space. 

The paid space standing shows up this 
way, the independent stations in the area 
again not competing: 










79 'A 


103 'A 



44 J A 




45 Vi 

48 'A 


15 'A 

15 'A 








{Continued from Page 21) 

with few exceptions an announcer has 
nothing to say but the commercials and 
that's no way to build a following. On a 
record-mc session he's given the play he 
needs to build a following or to collect 
on a following. The latter is what 
Husing, Havrilla (WPAT), Baruch are 
doing now. They have "famous" voices 
and they feel that they might as well 
collect on them while they're still that 
way. The only way to do it and be in 
the big money, really big money, is to 
turn disk jockey. Another way, although 
not so profitable a one, is by becoming 
identified as a character on a show, like 
Harlow Wilcox, Harry Von Zell, Ben 
Grauer, Ken Carpenter. Repetition — the 
basis of all good advertising — is also the 
basi= of all good program-building. Repe- 
tition is the foundation of the disk jockey 
routine. His listeners hear him at the 
same hour every day. They know he'll 
play Crosby at five, Goodman at 5:15, 
etc. They listen to him day after day, 
month after month, until they like him 
even if he didn't appeal to them so much 
to start with. Listeners like everyone 
else are creatures of habit, and disk 
sessions make it simple to develop a 
listening habit. 

Why do some disk jockeys (a majority 
of them, in fact) fail? The answer of the 
successful ones is that the failures don't 
program, they talk too much, and they're 
careless. The sessions must be timed so 
that they run like a network program 
schedule — to the second. Even with 
Martin Block on the West Coast his 
WNEW (N. Y.) transcribed Make Believe 
Ballroom has all the loving care that is 
bestowed upon a network show. Less 
than one-half of one per cent of the 
listeners (according to WNEW fan mail) 
realize that Block isn't at the microphone 
in the flesh at the station. Recently a 
reporter asked the station "When 
does Block go to the Coast?" .... 
Block had been gone for over two months. 

Actually his WNEW sessions, an hour 
and a half in the morning and the same 
span in the afternoon, are tops because 
he's still watching over them, via teletype 
and disk selection. 

Disk jockey sessions are high-ranking 
commercial sessions for all the foregoing 
reasons and one more — because the star's 
the salesman. If he's not he doesn't sell 
himself or the products to his audience — 
so any rating index can tell the man who 
pays the bills whether or not the disk 
jockey can sell for him. If he rates he 


As used in econom- 
ics, "High-Powered 
Money" refers to an 
expenditure that pro- 
duces further and great- 
ly multiplied income. 

910 KC 

EDWAR&_f£TftY * C0.,J*fC. 


a SPONSOR monthly tabulation 

Contests and Offers 











Product Program Tim< 



Institutional Fred Waring 

Balm Barr 
Lotion and 

The Shadow 


5-5:30 pm 

Booklet. 'Basic Beef Cuts (and How to 
Cook Them/ 

Purse-size jar Balm Barr Lotion 

Send 10c to program. Chicago 

Send 10c to sponsor. Chicago 

Carey Salt 

The Shadow 

5-5:30 pm 

(1) $100 go'd wrist watch each for man 
4. woman: (2) Farm record book 




Shave Cream 

Can You 

Top This? 

10-10:30 pm 

9:30-10 pm 

Baby book 

$25 cash 

(1) Write letter-entry up to 100 words on new 

uses of Carey Salt to sponsor at stations: (2) frot 

from dealers, or for 10c from sponsor 

Write sponsor or station 

Jokes sent to program and used win $10. Sender 
receives $5 each time joke is not topped 

Send 25c and 1 Acidme carton to WHAS 

Name titles of the 2 selections played, pc 
and classical: tell in 50 words or less - 

ttessCake 1 Grand Slam U JE!XE mmt Miscellaneous merchandise prizes. Send 5 questions about music to program. Ne. 
nosxess lane 11.30-11.45 am Chance at $100 savings bond bonus 



6:55-7 am 

Heart lapel pin 

Castile Soap 
4 Shampoo 

Hour of Song 

9:30-10 pm 

3 days in New York for two as sponsor's 




Your Sports 
Question Box 











1:15-1:30 pm 

$5 or $50 

Old Dutch 

Nick Carter Sun 6:30-7 pm 


This Is Your 

8:30-9 pm 

Quickut stainless slicing knife 

Chart to help estimate income before 
youngest child finishes high school 

Send to Leo Durocher. ABC. New York, a ques- 
tion on any sport or game. Each question used 
wms$5:senderof best question of week wins $50 

Send 35c 4 pictures from 2 cans of Clei 

Send postcard to sponsor c o local station, or 
phone local representative 

a^oltlncl* G p a H r?v Se MWF4 - 4:2 5P m Booklet. "Planning Your Home for Send 25c to dealer, or to Art Linkletter. Bo. 4, 
appliances Party Better Living Electrically" Hollywood 

Baker's Choco- When a Girl 
late: Calumet Marries 

5-5:15 pm 


Booklet. "Walter Baker's Chocolate Send coupon from Baker's Chocolate package 4 
Recipes" 15c to address on coupon 

Cake Flour 

Hymns of All 

10:25-10:45 am 

14-piece cake set 

Send $1 and 1 Softasilk boxtop to So'- 



Tu Series of scholarships for Tanglewood 

8:30-9:30 pm 

Details to be announced 

Contadina Easy Does It 

Tomato Paste 

11:30-11 :45 am 

"Surprise award'' of household de- 
vices (electric irons, etc.): $5 cash 

Junior Miss 

Judy 'n Jill 
'n Johnny 

Send suggestions for lightening household tasks' 
to program. MBS. New York, witn 1 label 

12-12:30 pm 

Successful applicants play Judy 4. Jill Write program. New York, for application blanks: 
one broadcast each, receive regular fee judges audition successful applicants 


Jean Sablon 









What's Doin". 

7:15-7:30 pm 

2-2:25 pm 

Booklet. "DuBarry Home Course" 

Write sponsor c o stations 

Gas range to "outstanding mother of Write letter-entry about outstanding mother 
week. ' Gift to winning letter writer to mc 

Tu ms 

A Date With Tues 8:30-9 pr 

Date book 

Write sponsor 

Grocery 4 
meat products 

Ye Giftie 


9:30-9:45 am 

$5 basket of groceries 

Kentucky Fishing & Monday Several fine pieces of hard-to-get hunt- 

Clubsmoking Hunting Club 10-10:30 pm ing and fishing equipment 

tobacco of the Air 


Dr. I. Q. 

10:3C-11 pm 

Sums up to $250 cash plus bonuses 

Names selected from city directory 

Send unusual story, tip. or question to program, 
c o sponsor. Wheeling. W. Va. Gift fo- 
item used 

Send program 6 yes-or-no questions: 9 clues 
to famous personality. Judge selects win 

A n ka " A e 'n Zer: QU ' 2 K ' ds Sun 4-4:30 pm Zenith portable radio: Zenith console Send questions to program. If u 
\?T-,~ y radio-phonograph gets portable: if Quiz Kids are stum 
Vitamins „.. J: „ _..„_ u 


m ped . I is - 
gets radio-phonograph 


It's Your 

7-7:15 pm 

Copy of labor-management principles 
adopted by NAM 

Write sponsor. New York 

Pens, pencils 











10:30-11 pm 

(1) Parker "51" set: (2) "51" Magic Send 3-part question for use on show to 
Wand desk set: (3) $500 bond gram.c CBS. New York 

Pet Milk 

Mary Lee Sat. 10:30-11 am Booklets. -Meals Men Like:" "Your 
Taylor Baby" 

Write sponsor or program, local station 

I nsurance 

Jack Berch 

MTWTF Recipe for chocolate upside-down cake 

11 :30-11 :45 am 

Write program. New York 

Aunt Jemima 

Lad'es Be 

3-3:15 pm 

Electrical household appliances 

Send question to program. Judge selects winner 

Farm feed 4 
cereal products 

Tom Mix 

Sat 1-2 pm 

4 teaspoons by International 

Send 1 Instant or Regular Ralston box top 4 
50c to sponsor 





Arthur Smith 

4 The 

Saturday Lighter to sender of subject used. Two Send to program subject about which 20 ques- 

8-8:30 pm table lighters if studio contestants are tions may be asked. Wins premium 

stumped. Grand prize table lighter 
with silver plated cigarette chest 

TTS Station wagon, tractor, washing ma- Send $1 for subscr.ption to paper, plus list o* 

8:15-8:30 am chine, kitchen mner. churn, etc. words made from phrase "The Family Pa 


MTWTF Cash, electrical appliances, automo- For contests, send data currently required, p 

7:45-8 am biles, nylons, etc. Also subscription reduced subscription fee of 50c to WHAS. c 

premiums: weatherhouses. bibles, etc. subscription premiums, send $1 to WHAS 

Dresses 4 




11-11 :30 am 

2-5 pm 

First prize twelve Teentimer dresses Look at week's Teentimer styles in local shop. 

(one for each month of year): nine Send entry- letter up to 75 words on style favored 

prizes, one dress each and why to sponsor 

Album of Victor Red Seal operatic Send questions to Opera Forum Quiz, c 

records to listeners whose questions are sponsor. New York 
used on program 




Lectric Shave 

William L. 

Sun 5:45-6 pm Month's free supply of Lectric Shave 

Wnte sponsor, local station 

Oh Henry 



$100 reward from "True Detective" Maaazme 

Notify FBI and Magazine of information leading 
t»t o* criminal named on broadcast 



(Continual from page 25) 

How certain are 
you in reaching 
your decisions 
about time buy- 
ing and program- 
ing as you spend 
your thousands, 
or millions, of dol- 
lars in this one 
^k^^j^^-^P I medium? When 
^ . j| you have answered 

En & that question, you 

will have gone a 
i long way towards deciding how much 
( you should spend for radio research. 
Clarence Francis, chairman of General 
Foods Corporation, said not long ago: 
"In this country we spend between 250 
million and 300 million dollars yearly on 
research. Out of every dollar received by 
manufacturing and agriculture, only one 
cent is spent for research! Only one cent 
invested in tomorrow! Is it enough?" 
Mr. Francis then went on to demon- 
strate that the one cent proportion is not 
enough — to spend for research — to pro- 
tect the future of your business. But 
please note, Mr. Francis referred to the 
total bill for all research. If your com- 
pany is like the average American com- 
pany, out of every dollar you spend for 
all research, you are spending only about 
two cents for marketing research — in 
facing the problems and opportunities of 
selling, advertising, and merchandising. 
Again, is that enough? 

In radio, which inherently possesses 
some of the characteristics of show 
business, and in addition is subject to a 
variety of factors beyond the sponsor's 
control, it is obvious that decisions are 
especially difficult to make and involve 
a high margin of error. On the other hand, 
it should be borne in mind that radio 
advertising is a power to move goods at 
a profit. Radio's power to do just this 
has made the medium a vital and funda- 
mental force in marketing. To the extent 
that this force falters or fails, the effect 
is felt by the whole of your business — 
its sales volume and its profits. 

Therefore, your best interests are 
served by sound, thoroughly representa- 
tive and comprehensive radio research. 
It has been demonstrated that even if 
it cost much more than has been paid 
for it to date, the higher amount would 
i be justified by the contribution such 
research has made to the success of 
radio and to profits. 

A. C. Nielsen, President 
A. C. Nielsen Company 

IBCing you". . . in INDIANAPOLIS 

See what BMB 
did to US! 

Fifty-three counties daytime . . . thirty-nine 
counties nighttime. That's more than we would 
have claimed — so imagine our surprise! But it was 
no surprise when BMB confirmed our claims — 
based on mail counts — for INTENSIVE listening 
coverage in that compact group of counties com- 
prising the Indianapolis market. Ask your John 
Blair Man. . . . HE knows. 



1070 KC 
5000 WATTS 


ub» e 


V** tl 


where you get twin coverage of Eastern Iowa's 

rich agricultural AND industrial listening 


WMT covers a market of 3^/j million people and 

Iowa has the highest per capita income in the 

U. S. A. 

Your sales message gets this double coverage at 

no extra cost. 

Furthermore, WMT is CBS' only outlet in Eastern 


Ask your Kati representative 
for the full story of low cost 
coverage in this rich "double 

Member of 
Mid-States Group 





That Anniversary Pitch 

Station anniversaries, like individual 
birthdays, seem like a grand waste 
of time and money — until the 
promotion and the costs are evaluated. 
This is the era of Twenty-Fifth anniver- 
saries. Last year the two stations that 
fight for the honor of having been on the 
air first, KDKA, Pittsburgh, and WWJ, 
Detroit, started the ball arolling as the 
industry commemorated its first quarter 
century. This year there will be another 
parade with WOR leading it on February 

22, the day in 1922 when its first adver- 
tisement appeared in the Newark iN. J.) 
News. Each station builds a budget for 
tin celebration and goes to town, pub- 
licity and promotion-wise, to sell the 
station and the- fat t that broadcasting is 
over a quarter of a century old. These 
campaigns build listening even if at the 
same time they build the corporate ego 
of the outlet. Fvery line that appears in 
print with a touch of nostalgia draws 
more ears to the station. Anything on 
which a publicity or promotional peg can 
be tacked keeps the broadcaster and his 
programs in the public eye. Anniversary 
celebrations are grand opportunities for 
this. Check what WOR is doing as an 
example of how to deliver more audi- 
ences for sponsors. 

Keep Off The Grass 

ADVERTISING'S lunatic fringe* 
is at it again. Having been 
politely but definitely eased out 
of the standard broadcast picture, they're 
trying to ease in again —this time in the 
frequency modulation segment of the 
business. Theoretically it's the business 
of the broadcasting industry itself to post 
an "out-of-bounds" sign as notice to all 
and sundry that the nostrums and the 
p.i. (per inquiry) advertiser are not 

Advertisers of products air-unacceptable generally 
and manufacturers who want to h\- pass legitimate radii, 
regulations a>f< time investment. 

wanted in FM, but it isn't so easy as that. 
Frequency modulation stations are cost- 
ing considerably more to erect and oper- 
ate than was originally estimated; sets are 
slower in coming on the market than was 
originally planned see FM Is What the 
FCC Ordered in the December Spon-- 
and new station operators will be hard 
pushed for that extra dollar. Advertisers 
can say of course that it is still broad- 
casting's problem, but killing the goose 
that lays the golden eggs is the problem 
both of the medium and of the products 
which profit from it. 

Frequency modulation receivers are 
being sold, and will be sold for some time, 
to lovers of fine music, liberals, and 
upper-bracket listeners. That's because 
it will be some time bef< re a radio set 
capable of receiving FM with all its 
advantages can be marketed under $200. 
Actually at present there isn't a really 
good two-speaker set with full FM range 
at anywhere near that figure. FM 
owners will be the articulate few who can 
bring increased government regulation 
down upon the industry, and the quickest 
way to do it is to flood the medium with 
laxative and other advertising not ac- 
ceptable on regular stations. It is the 
responsibility of the advertiser, the 
agency, and the station operator that 
this doesn't happen. The acceptance of 
the triune responsibility must be volun- 
tary. This is an appeal to all who live by 
advertising to see that it doesn't happen — 
to FM. 

JO WEST 52nd 


Just a note on the splendid handling 
of The Shadow in the January issue of 
sponsor. You took a tough, compli- 
cated situation and made a coherent 
understandable article. 

Grant Y. Flynn 
Ruthraujff & Ryan, Inc. 
"The Shadow" is a vital part of the commer- 
cial history of broadcasting. It's our job to 
report on radio's selling programs and "The 
Shadow" is definitely one of these. 

You mention that after the commenta- 
tor criticized the commercial, Marlin 
Blades hired the man the station fired— 
result "new commercial." It might be 
interesting to note that the same voices 
and jingle writers on this "hot spot" 
Lannv e\ Ginger Grey) were also re- 
hired for the new series. 

Anne Parker 


Lanny C* Ginger Grey 

It's now "on the record." 

Your editorial under "Applause" in the 
January issue of sponsor, regarding our 
efforts to help the campaign for the 
Negro YWCA-YMCA here in Charlotte, 
certainly makes us happy. Such recog- 
nition as you have given this effort was 
entirely unexpected. 

J. R. Covington 
Station WBT 

It's important that sponsors know of the 
public service efforts of a stattion. Public 
service is what builds audiences for adver- 
isers to sell. 

I hope that your publication will ham- 
mer away on the subject of the commer- 
cial announcements. So many of them 
are plain bad; they're irritating: they're 
silly; they're preposterous. There should 
be more and better surveys analyzing 
tlv effectiveness of commercial plugs. 
Paul Denis 
Radio Editor 
New York Post 

Dr. Matthew Chappell's article on commer- 
cials (January) is just one of an exclusive 
series of analyses on the selling effectiveness of 
air advertising that will appear regularly in 
SPONSOR. We realize that researches have 
surveyed everything but that part of broad- 
casting which pays the bill. We are there'ore 
working with research organizations to report 
upon what's being done to control and expand 
air selling. That, in fact, is one of SPONSOR'S 
major jobs. 

Certainly the most aggressive of us 
could not wish for anything better than 
the story on Sari 'n Elmer which ap- 
peared in the current (January I issue of 
sponsor. It made the "man who . 
the bills" very happy too. That's im- 
portant to us. Thanks for giving tlu 
industry this fresh viewpoint on radio 
sales and promotion. 

Hilda C. Woehrmf.yek 
Station WOWO 

Seeking out unusual local sales jobs is just as 
much our job as reporting on a key network 
sales achievement. The future of broadcasting 
depends more upon what's being done lo- 
cally than what's being done on the chains. 



h »ndreds of sick child 

Santa Claus is a blonde, with up-swept hair 
and a microphone . . . but no whiskers. 

You've been taught differently? 

So have we . . . but we know four chil- 
dren's hospitals whose young patients you'll 
find hard to convince otherwise. To them, 
Santa Claus is Ruth Lyons, that wonderful 
woman on the radio who visited them again 
this year. 

We wish you could have seen the beauti- 
ful, shining tree — heard the squeals as truck- 
loads of toys were distributed — watched 
these tots, pain and suffering forgotten, sing- 
ing and laughing ... it would have been 
apparent why they were confused. We think 
maybe you'd understand, too, why the doc- 
tors and nurses — and countless listeners at 
home — blinked back joyful tears. 

The generosity of Ruth's loyal "Morning 
Matinee" listeners made these Christmas par- 
ties possible. Each year they eagerly respond 

to the program's annual drive for children's 
Christmas funds. Contributors of one dollar 
or more were sent a booklet, "Seein' Is Be- 
lievin' ", and thirty thousand copies weren't 
enough to meet the demand. More than 
$33,000 was received, and every cent above 
the cost of the books went to lighten the 
suffering and pain of patients of children's 
hospitals in Cincinnati, Indianapolis, Louis- 
ville and New York. 

"Morning Matinee" is but one of the 
many WLW-originated programs designed 
to provide top entertainment for the thou- 
sands of listeners who depend upon our clear 
channel facilities. To serve an area in which 
9.5% of all the people in the United States 
live, makes satisfactory programming a seri- 
ous and difficult responsibility . . . one which 
we have dedicated our resources and efforts 
to fulfill. 




Though Indian canoes may never have had 
sails, here's one little Indian with all the 
answers to your sales problems. 

WJW, with its knowledge of programming 
and sales building ... its hold on the vital 
Cleveland market . . . injects new life into 
worn and weary sales plans. 

WJW sale-makers strengthen the fabric 
of your sales messages . . . reinforce the 
weak spots . . . mend the breaks . . . make 
your sales plan a tight and seaworthy 
vessel for bringing your fortune safely into 
home port. 

WJW plies the needle that sens up your sales. 


ABC Network 


850 KC 

5000 Watts 



MARCH 1947 

50c • $5.00 per year 

A DoteWWiJudy 

TKe Great Gtldersleeve 

Burns o. Allen 

Alan Ysung 

Truth ot Consequences 

Fred Allen 



Amoe'N 'Andy 

Duffy's Tavern 

Kraft Music Hall 

People Are Funny 

Roy Roger* 


Manhattan-Merry- Go Round 

Fibber M<Gee I. Moily 

Mr. District Attorney 

Waltz Time 

Can You "fop This 

Amencon Album 

Bob Hope 

Frank Morgan 

Abbott t, Costei to 

Mystery Theatre 


Judy Conovo 

Eddie Cantor 

i News reel 

Grand Ole Op 

'ONSORED AT NIGHT (fi„t of a leries-see page 4) 

Meet Me At farky* 

How Esso uses news spots • Diagnosing a program's ills 
Cut-ins are a problem • $8, 0,000 in teen-age sales 

They wouldn't let 
well enough alone . . . 

From the moment the first automobiles putted 
down Main Street ... the Wright brothers wob- 
bled through the air at Kitty Hawk Mary 

Had a Little Lamb squeaked from Edison's 
pioneer phonograph — something important 
and typically American began to happen. 

People wouldn't be satisfied with these new 
things. They saw in them more and more pos- 
sibilities... and, in those possibilities, the need 
for more and more perfection. 

In a word, they've continually sought the 
virtue of dependability. 

People want things they can depend upon. 
That, in a large measure, accounts for the swift 

success of radio. Todays generation of Ameri- 
cans has grown up with radio. They accept it 
as part of everyday life, know it as a depend- 
able friend always ready to serve them at the 
simple touch of a switch. 

The Fort Industry Company, with seven 
stations covering seven important markets, is 
representative of radio and of the American 
emphasis on dependability. We. too. have never 
believed in letting well enough alone. Our 
efforts to better the service we render the 
20,000,000 people who live within range of our 
voices are perpetual. Listener or advertiser, 
you can depend upon a Fort Industry station. 


WSI'D, Toledo, O. • WVVA, Wheeling, W. Va. • WGBS, Miami, Ha. 

W \<. \. Atlanta. Ga. • WMMN, Fairmont, W.Ya. • WLOK, Lima, O. • WHIZ, Zanesville, O. 

" i ou ran bonk on a 
Fort Intlitslry Station' 
















)0WN GO 


1 OUT OF 10 




vl ARCH 1947 

MARCH 1947 

National spot and local billings went up $22,000,000 in 1946, while 
network business increased $3,000,000 (previously published figures 
showed network business increase as $500,000). Higher level of 
local station operation, and sponsor and agency surveys which 
reveal that advertisers are getting what they pay for, have switched 
many sponsors with spotty distribution to spot field. 

FIVI stations that work closely with radio distributors in their 
areas find going much smoother. Close liaison not only produces 
quicker distribution of FM receivers in area but keeps FM promotion 
running daily. Typical example is WBT-FM which instead of piping 
programs to studio audiences over conventional loud speaker 
system uses makes of all FM receivers available for purpose. 
Visitors see programs going on air and hear them, as they would in 
their homes, over FM or FM-AM receiver. Demonstration type of 
reproduction helps pay bills, too. 

Stations and networks find that building programs for sponsors not 
only is profitable but is only assured way of keeping talent costs 
down. Profits sometimes are considerable. Demand for good pro- 
ducers has gone up all over country. So has local level of pro- 
graming (see Commercial Reviews, page 36). 

Advertisers coming into TV are dealing direct with stations and 
networks, buying time and programs without consultation (until 
after the fact) with their agencies. U. S. Rubber, General Foods, 
General Mills, and Ford set their schedules first and then turn 
operations over to agencies. 

Mentality of radio listeners is not at 12-year level, says Dr. 
Philip J. Rulon, acting dean of Harvard University's School of 
Education. He attacked veracity of Alpha tests conducted during 
World War I and stated 12-year-old-mentality claim which tests 
produced was reflection not on public but on makers and users of 
the tests and "gullibility of those who circulate the idea." 

Network operation has become less profitable each year in last 
decade. Chains (except MBS) own stations which have become more 
profitable during the ten-year period, so financial statements 
don't look as bad as they are. 

Practically half of nation's radio sets are operating on Tuesday 
evenings, actual receiver usage rating hitting 49.5 during 
period when "Fibber McGee and Molly" is broadcast. Second top re- 
ceiver usage is at time of "Lux Theater" airing on Monday night 
when aggregate of 45.2 per cent of sets are on. Sunday night sets 
hit 45 at hour of Bergen-McCarthy opus. Friday 43.5 per cent of 
sets are in use during period when no single show is major con- 
tributor to making people tune ("People Are Funny" gets 15.2, 



Ginny Simms 7.8, "Break the Bank" 13.3, Gabriel Heatter 7.0). 
Wednesday reaches top listening during "Mr. D. A." airing when 
43 per cent of sets are in use. Thursday hits 42.6 during period 
when "Kraft Music Hall," Dick Haymes, and "American Town Meeting 
of the Air" are being miked. Even Saturday does better than 40 
(40.4) while "Hit Parade," "Can You Top This?", and "Saturday Night 
Serenade" are being broadcast. Thus, every night has one period 
when at least four out of every 10 homes are listening. 






Even before first Broadcast Measurement Bureau (BMB) Area Report 
was released there was every indication that over 200 stations 
would sign up for second survey. However in few areas where new 
stations have changed local listening picture, lack of enthusiasm 
is understandable though regrettable. Pressure will be brought to 
bring these areas into line but no one at BMB thinks it will be 
simple. Sponsors and agencies are suggesting that subscriptions 
be placed on continuous basis (until cancelled) which would avoid 
putting Hugh Feltis (BMB president) on spot at regular intervals. 
But even though idea is good 'til-forbid contracts are thing of 


Restrictions that have engulfed Nielsen Radio Index rating figures 
are going to be eased within next 45 days. Nielson met with 
network heads while in New York third week of February and outlined 
an entirely new (for Nielsen) approach to his research. Even if 
networks don't go along with Nielsen suggestions, way will be 
worked out for Nielsen to obtain some of prestige that has been 
C. E. Hooper's for so long. Procter and Gamble after over 18 
months of hesitating and investigating have become NRI client, 
which it's said will lead flock of sponsors into Nielsen fold 
(he has only 50 now) . 


The staticless feature of FM instead of its high fidelity (full 
tonal range) will be emphasized by number of FM stations. These 
outlets are located in gulf and other areas with static conditions 
so bad that radio without crackle and sputter is simple to sell 
anyone. They have persuaded number of manufacturers to design 
receivers for both AM (standard) and FM reception which will have 
tone range not much beyond regular good table-model AM receiver. 
These receivers will be in "under $100 price range" and will make 
acceptance of FM much quicker in static-ridden sections of U. S. 


Industrial Surveys (research organization) has been developing 
radio information as part of panel operation which is being studied 
by number of sponsors. Panel vs. diary vs. audimeter vs. co- 
incidental audience surveys haven't simplified radio man's job at 
advertising agencies and advertisers. IS hasn't tried to sell 
radio information but other information developed by panel studies 
has been bought by Bristol-Myers and number of other key national 
advertisers . 


we're riding high in Syracuse . . . 


The Federal Reserve Board put it very simply. 
Syracuse had a bigger retail gain during December, 
1946 tban any city in the United States." 

But here at WSYR we know there's more to it. 
Being plumb in the middle of this prosperous area, 
wc know all about the high 1946 incomes of our 
industrial and farm workers. 

In fact, we've helped them spend a good many 
of their dollars, We know that when they crowd 
stores in Syracuse (and other cities and towns 
throughout WSYR's 17-county area) they buy the 
things wise advertisers advertise over WSYR. 

Its significant, too, that our local retail adver- 
tising in December, 1946, was 45 c /c more than in 
December, 1945. And for all of 1946, WSYR's local 
advertising was up 237c More local advertisers 

(actually 80%) use WSYR than any other station. 
Like many national advertisers, they find WS"YR 
plays a big part in setting record sales gains. We've 
been doing it for 25 years now. 

Tap your share of this growing billion -dollar 
buying potential by letting WSYR help build a 
demand for what you have to sell. First step is to 
get in touch with us or Headley-Reed. 

'Period ended December 21, 1946 when Syracuse re/nil sules 
hit 41 r { above same period, 1945. 

.170 kc-5000 walls 

NBC in Central New York 

"The coming electronics capital of the u >» rid ' 
Represented by Headley-Reed 

WTRY, Albany-Troy-Schenectady, & WELI, New Haven, are also H. C. Wilder Stations 

1ARCH 1947 


\ ».* 

1MB ^ 





Sponsor Reports 


Commercial Reviews 




Contest Chart 


Mr. Sponsor 


Signed and Unsigned 


Clarke Snyder 

Broadcast Merchandising 


New and Renew 


Know the Producer 


Wa g 's 


Roland Martini 

Mr. Sponsor Asks 


Sponsor Speaks 


Cosmetic Chart 


40 West 52nd 




Published monthly by Sponsor Publications Inc. 
Executive, Editorial, and Advertising Offices: 40 West 
52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. 
Publication Offices: 5800 North Mervine Street, Phila- 
delphia 41, Pa. Subscriptions: United States $5 a 
year; Canada $5.50. Single copies 50c. Printed in 
U. S. A. Copyright 1947 by Sponsor Publications Inc. 

President and Publisher: Norman R. Glenn. Sec- 
retary -Treasurer: Elaine C. Glenn. Editor: Joseph M. 
Koehler. Associate Editor: Frank Bannister. Art 
Director: Robert Lathrop. Advertising Department: 
Edwin D. Cooper (Pacific Coast— 157 North Hamel 
Drive, Beverly Hills, Calif.), Circulation: Milton Kaye. 

COVER PICTURE: First of a series on nighttime (8-11 
p. m.) sponsors. These are on NBC. 


A great number of stations have looked at their BMB fig- 
ures and maps, put them in the "follow -up-someday" file, 
and proceeded to forget them. 

Other stations have taken the BMB research figures and 
turned them into promotion that is factual yet, because of 
presentation methods, dishonest in its implications. There are 
comparatively few of these, for which the industry deserves 
credit. Both of these are ostrich-like techniques because the 
BMB figures will show up regardless in that organization's 
area report, which sponsors and agencies will receive 
There are too few stations like those represented by the 
Katz Agency. These stations have had Katz print their map* 
with the BMB figures clearly visible in every county reported, 
letting the chips fall where they miy. 
For U. S. radio BMB is a universal measurement of once-a- 
week coverage. It must be used to achieve acceptance. A 
special hand for the Katz organization that stepped out 
ahead of the parade by printing its stations' BMB ratings 
for all to see. 

Due to the good taste of both sponsors and listeners, there 
hasn't been a wave of money-give-away programs. When 
Pot of Gold came back, the industry held its breath. Wouk 
it or wouldn't it start another rash of entertainmentless pro- 
graming based upon the appeal of something for nothing' 
First it was discovered that the listeners weren't panicked 
into tuning POG because of the thousand dollars given awa> 
(the February 15 rating was 6.9). Then sponsors decided that 
"bought" audiences don't pay off for advertisers so practi- 
cally no new hand-out programs have hit the air. Whet 
sponsors and dialers agree that cash for listening doesn't 
make sense it's further proof that better programing does 

Power is important. Public service is vital. Promotion paw 
the way to the dial. But these are worthless if the broadcast 
air doesn't carry programs the listener wants; unless new 
entertainment is flowing through the microphone. 
The quantity and quality of "new" offerings are hitting a 
low this season. Perhaps realizing this, and feeling sincere!) 
that the advertiser must in some way make his contribution 
advertising agencies Kenyon and Eckhardt and Young anc 
Rubicam are each trying to develop a formula whereby 
without undue expense, advertisers can test a number of new 
programs for short periods of time on the networks. Thi: 
should bring new talent and ideas out of hiding. Agencie 
have been notorious for not developing programs, usuall) 
leaving it to the other fellow to take a chance. This chang< 
of face, especially on the part of Y ex R, one of the two tof 
placers of broadcasting advertising business, rates high ot 
sponsor's applause meter. 

The same high rating is due Station WNEW for makin. 
station time available, for audition broadcasts, to packagi 
show producers. Countless ideas packaged by men am 
women who really know the broadcast business die abomini 
for lack of a chance at life. WNEW's welcome to such ideas 
together with the pioneer work of K & E and Y & R, ma; 
herald a new day in broadcast entertainment fare. 





General Mgr., Station WHEC 






Commercial Manager 



Chief Engineer 



Program Manager 



Production Director 



Notional Representative 
New York, Chicago, San Francisco 

N. Y. 










ARCH 1947 

NBC Package Programs 

Summer radio . . . ivhat's it to you? 

Before the days of radio, summer was primarily a season 
measured in terms of atmospheric rather than pro- 
gramming pressure— of rises in temperature, rather 
than tempers. 

Today, summer still tan mean just a lot ol dog days, 
grass stains, sunburn— and network replacement head- 
aches, too. 

Or summer can mean Tom Collinses, vacations, balmy 
c l a y S _and client relaxation with your program 

For here's the opportunity to pick that replacement 
from NBC's stable of winners. 

The range of NBC package shows now ready is as wide 
as radio itself. Find out by calling NBC Sales now . . . 
before you're hot and bothered. 


National Broadcasting Com pan) 


Remember the 
story about . . . 

It's the classic example of the little fellow 
hanging one on the big guy. A modern 
example in radio is found in WWDC. We 
could go into a lot of stuff about program- 
ming . . . listening audience . . . coverage 
(even in counties we didn't know we 
reached). But we like to talk about sales 
results. And costs per sale. Then we're 
happy. We've got sales results, facts to 
gladden the heart of the toughest buyer. 
Glad to show them to you! 

Keep your eye on 


Coming Soon- WWDC- FM 

Represented Nationally by 


Clarke "Fritz" Snyder 

Radio Director, Bulova Watch Co. 

He's out to procure the greatest possible audience for his 
B-U-L-O-V-A watch time signals at the least cost. 
Snyder doesn't believe in timebuying at long distance. 
He does his air shopping on a coast-to-coast beat, traveling 
thousands of miles yearly to meet station men, survey mar- 
kets, and gauge audiences at first hand. 

Spots are the big thing in the Bulova radio picture. Snyder 
has considered network programing and turned it down, saying 
it would conflict with long-standing Bulova nationwide spot 
contracts. The spot campaigns pay off for Snyder and Bulova 
— for the past decade Bulova has outsold its competition. 

Fritz Snyder has also transferred the Bulova radio formula 
to television, keeping a weather eye on video set and new- 
station construction, so Bulova can get ir. there fast and buy 
choice time breaks. Snyder's knack of picking good time is no 
secret. He's been at it for years, at one time buying markets 
for the original Esso Reporter, back in the swaddling-clothes 
days of radio news. 

Snyder comes to Bulova by way of the Biow agency, where 
lie was Bulova account executive for several years. Now he's 
working for the watch firm as head of the radio department. 
His "public service' Vtype spots have never drawn a complaint 
from network sponsors for breaking up mood sequences. 

Bulova 's radio operation started back in 1927 with a 
modest block of 10 stations. Today, the Bulova breaks are 
aired on "about" 295 stations. Snyder leaves the exact count 
to the auditing department. He's superstitious about it. 


new and renew 

AeuA On NetwosJ&l 




PROGRAM, time, start, duration 

American Home Products Corp. Sullivan, Stauffer, Colwell & NBC 

(Whitehall Pharmacal Co. div.) Bayles 

Armour & Co. Foote. Cone & Belding CBS 

General Mills, Inc. Knox Reeves ABC 

Charles E. Hires Co. 
Mars, Inc. 
Sterling Drug. Inc. 


N. W. Ayer 






Dancer- Fitzgerald-Sample 



Bob Hums Show*; Sun 6:30-7 pm; Jan 12 (57 new sta 

Hint Hunt; MTWTF 3:45-4 pm; Feb 17; 52 wks 
Betty Crocker Magazine of the Air; MTWTF 10:25-10:45 

am; Mar 24 
Here's to Yat; Sun 2:30-3 pm; Jan 26; 52 wks 
Curtain Time*; Sat 7:30-8 pm; Feb I (78 new stations) 
Zeke Manners Show*; MTWTF 7:30-7 :45 am; Feb 3; 52 wks 

♦Expanded network. 

♦Program has changed name and network. 

{Fifty-two weeks generally means a 13-week contract with options for 3 successive 13-week renewals. It's subject to cancellation at the end of any 13-week period) 

RenewaL On MetwoAJzl 




PROGRAM, time, start, duration 

Campbell Soup Co. 
Gulf Oil Corp. 
Lady Esther, Ltd. 
Mars, Inc. 
Philip Morris & Co. 
Perfect Circle Co. 

Pillsbury Mills, Inc. 
Roma Wine Co., Inc. 
Safeway Stores. Inc. 

Williamson Candy Co. 

Ward Wheelock CBS 

Young & Rubicam CBS 

Biow CBS 

Grant NBC 

Biow CBS 

Henri, Hurst & McDonald MBS 

McCann-Erickson CBS 

Biow CBS 

J. Walter Thompson NBC 

Aubrey, Moore & Wallace MBS 

144 Jack Carson Show; Wed 8-8:30 pm; Feb 26; 52 wks 

113 We the People; Sun 10:30-11 pm; Feb 9; 52 wks 

152 Screen Guild Players; Mon 10-10:30 pm; Feb 10; 52 wks 

128 Dr. I. Q.; Mon 10:30-11 pm; Mar 31 ; 52 wks 

144 It Pays to Be Ignorant; Fri 10-10:30 pm; Jan 31; 52 wks 

300 Indianapolis Speedway Race; Fri 11:45-12:15 pm; 1:15- 

1 :30 pm; 3-3:15 pm; 4-4:15 pm; May 30 only 
136 Grand Central Station; Sat 1-1:30 pm; Mar 1; 52 wks 

87 Suspense; Th 8-8:30 pm; Feb 27; 52 wks 

19 Mountain Aunt Mary; MTWTF 3:30-3:45 pm pst; Feb 17; 52 wks 
& Pacific 

300 True Detective Mysteries; Sun 4:30-5 pm; Mar 2; 52 wk 

fl/eca and Renewed On < leleo*tio<n 




PROGRAM, time, start, duration 

Borden Co. 
Bulova Watch Co. 
Philadelphia Electric Co. 
Standard Brands, Inc. 

Young & Rubicam 

J. Walter Thompson 

WNBT New York 
WNBT New York 
WPTZ Philadelphia 
WNBT New York 

Elsie's Kitchen Quiz; Fri 8:15 pm; Feb 7; indefinite 
Time signals; TuW; Feb 11; Indefinite 
Television Matinee; WF 2-3 pm; Feb 12; indefinite 
Dancing on Air (new); Sun 8-8:15 pm; Feb 2; 48 wks 

New- Aaenon Afipj<Unt*nentl 


PRODUCT (or service) 


Alexander the Great Products, New York 

All Plastic Manufacturing Co., Los Angeles 

Alta Vineyards Co., Fresno, Calif 

American Home Products Corp. (Affiliated Products 

div.). New York 

American-Marietta Co., Chicago 

Animal Food Products, Philadelphia 

Attwood Laboratories, Inc., Jacksonville, Fla.. . 

Banquet Better Foods Co., Salt Lake City 

Bear Manufacturing Co., Terre Haute, Ind. 

Bell Products Corp., New York 

Bubbling Wells Development Co., Palm Springs, 


Buffums' Dept. Store, Long Beach, Calif.. . . 

L. M. Bunis Co., Buffalo 

Burgess Battery Co., Freeport, 111 

Canadian Breweries, Ltd., Montreal (O'Keefe's Inc. 

div., Buffalo) 

Canterbury Match Co., Inc., New York 

Case-Swayne Packing Co., Santa Ana, Calif 

Celotex Corp. , Chicago 

. Italian-style spaghetti sauces, dinners, 


Plastic products. . . 
. Wines 

Cosmetics . 


Dog food . . 

Hand lotion. 

Cheese. . . 

Proprietaries, cosmetics. . 

Proprietaries. . . 

Real estate 

General merchandise. 
The Sample Store. . . . 



Canned foods 

Insulating products. . 

MARCH 1947 

M. Ryan, New York 

David-Hood, Los Angeles 

Carl C. Wakefield. San Francisco 

Street & Finney, New York 
Simon & Smith. Portland 
J. M. Korn. Philadelphia 
Lindstrom. Leach. New York 
Cooper & Crowe. Salt Lake City 
M. R. Kopmeyer, Louisville. Ry. 
Deutsch & Shea. New York 

Tullis, Los Angeles 
Evers Whyte, Los Angeles 
Baldwin, Bowers & Strachan, Buffalo 
Ruthrauff & Ryan, Chicago 

Lang, Fisher & Stashower, Cleveland 
A. M. Sneider, New York 
Makelim. Hollywood 
Henri. Hurst & McDonald. Chicago 

Chattanooga Media In* Co., Chattanooga. 

Clark Bros. Chewing Gum Co., Pittsburgh 

Cohn-Hall-MarxCo., New York 

Delaware Ploor Prodw is. Inc., w ilmington 

Detroit Retail Druggist Assn. . 

Diaperwlte, Inc., n.« Vork 

Donaldson A Co., Ltd., Boston 

Duchee* D* Andre, Chicago 

Bverlaat Metal Product* Corp., New York 

i rereharp, Inc., New \ork 

Proprietaries Charles W. Hoyt . New York 

Chewing gum Buchanan. New York 

Cpnama fabri. s rUllman-Shane, Lot Angeles, for West Coast 

Mnvlite plasik fl<M>r tiles, coverings J. M. Matties. New York 

Trade assoi iatlon Powell, Detroit 

Washing powder Ilirshon-Carlicld. New York 

Compacts and cigarette cases Brown, Avers & McDowell. Boston 

Shampoo and cosmetics Jones I'rankel. Chicago 

Metal prodw is Jasper. Lynch & Fishel, New York 

Pen, lis. fountain pens, safety razors. . . . McCann-l.rickson. .New York, for foreign 

I imoui Dept. Stores (chain). Southern California General merchandise. I ee Ringer Los Angeles 

Mot II I rodu. is. In< Los Angeles Canned foods I ullis Los\ngeles 

o'rr "" ,.' U i. N *'V V " rk c ■ • V , , . Grocery products. Raymond L. Nelson. New York 

Forrest Leather Products, San Francisco. Oakland, 

a ( i'!' f 'i "i u '. " ' Men's and boysMeather coats; luggage Ad Fried, Oakland. Calif . 

f l!,'l u !"i . "•, Sa " l ' ra, " is v l " , Croccrv products. Honig-Coopcr. San Francisco 

Glad Rag Products Corp., New \..rk Polishing cloths . . Craven ,*, (Wick, New York 

i.icml>> (.o , Inc., (national chain). New York Beauty salons H.slcv New York 

Cloh, -Pipe A Tobacco Co., Oakland. Calif Briar pipes Ad Fried. Oakland. Calif. 

. Cuheliii Inc., New York Watches, jewelry Lindsay. New Haven. Conn. 

Hammer Beverages Corp., Brooklyn Soft drinks Deutch & Shea New York 

Harrison Paint* A Varnish Co., Canton. Ohio Paint products Palm & Patterson Cleveland 

Hat Corp. of America. New York (Mallory Hat Co. 

div , l>anbury) Women's, children's hats Kenyon & Eckhardt. New York 

Home I roducts International. Ltd., New York Instant coffee, broths H. Karl Bothwell, New York, for Canadian 

Hunt Foods (California Conserving Co. div.), Los 
Angeles Pickles, tomatoes . Young & Rubicam. Hollywood 

Juniors. Inc., Los Angeles Children's sportswear. . 

Kaufmann Department Stores, Pittsburgh .General merchandise . 

Lee & Cady, Detroit . . Wholesale grocers 

Lehn & Fink Products Corp., New York Cosmetics 

Llnsk of California, Inc.. Los Angeles Cotton dresses 

Look Magazine, New York Publication 

Jerry Lynch, Detroit . Jeep distributor 

M & M Ltd., Newark, N. J Candy-coated chocolate 

Margot Fashions. Inc., New York Rain, sports, wear 

Matam Corp. (Mat Matic Home Appliance dlv.). 

Long Island City Electric Iron 

McKay Davis Co.. Detroit Chemical products 

Merrltt Chemical Co., Greensboro, N. C Proprietaries. . . . 

Metropolitan Life Insurance Co. of Canada, Ottawa. . Insurance 

Mission Appliance Corp., Los Angeles Water heaters 

Modecraft Co., Inc.. Brooklyn Furniture, fixtures. . . 

National Shirt Shops. New York Men's furnishings. . . 

Parfums Revillon, Inc., New York Perfumes 

Peters Sausage Co., Detroit. Sausage Powell, Detroit 

Pharma-Craft Corp.. Inc., New York Hair tonic William 1st v. New York 

Rochester Dairy Cooperative. Rochester, Minn Dairy products Olmsted & Folev, Minneapolis % 

Rogers Majestic. Toronto Radio receivers, electrical appliances. . Erwin. \\ asey, Toronto 

Louis Rose Co.. Detroit DeSoto distributors Powell, Detroit 

Rothmaii Radio & Appliance Co.; St. Louis Radio, electrical appliances Ridgwav. St. Louis 

Santa Fe Vintage Co.. Los Angeles «. Wine Dan B. Miner. Los Angeles 

Sayman Products Co., St. Louis Proprietaries, soap, grocery products Krupnick. St. Louis 

Scandinavian Coffee Corp.. Brooklyn Coffee Badger and Browning & Heraej New * ork 

William S. Scull Co.. Camden. N.J. Coffee, tea k as tor. I arrell. Cheslev & Clifford. N t w York* 

Abbott Kimball. Los Angeles 
William II. Weintraub. New York 
Powell. Detroit 

Lcnnen &. Mitchell. New York 
Abbott Kimball, Los Angeles 
Kenyon & Eckhardt. New York 
Powell, Detroit 
Compton. New York 
.Seidel, New York 

Ruthrauff & Ryan. New York 

Powell. Detroit 

J. M. Hickerson. New York 

Noting & Rubicam, Montreal 

Harry J. Wendland. Los Angeles 

R. T. O'Connell, New } ork 

Seidel. New York 

Carl Reimers. New York 

ley c. _ 

Soil-Ofi Manufacturing Co.. Glcndale, Calif Wall cleaner McCann-Erickson, Los Angeles 

Standard Oil Co. (Indiana), Chicago Petroleum products BBD&O. Chicago 

Alfred F'. Stelner Co., Detroit Ford dealer Powell, Detroit 

Tudor Chemical Specialties, Inc., New York Waterless hand cleaner. . Craven & Hedrirk. New York 

Universal Pictures Co., Inc.. Hollywood Motion pictures Monroe Greenthal. Los Angeles 

Western Savings Bank, Cleve-Hlll Plaza Branch, 

Buffalo Banking Ellis. Buffalo 

Louis Ziegler Brewing Co.. Milwaukee Beer Dozier-Graham-Eastman. Los Angek 

Pacific Coast advertising 

e>pa*td&i P&Uotutel GUcuuf&i 




Charles E. Beard 
W. E. Benedict 

William Bonyun 

Robert M. Carter 

Grant Chamberlain 

Norman V. Clements 

Laurens II. Fritz 
Paul G. Glcnkey 

Daniel II. Gordon 
Leavltt E. Grlswold 

Thomas R. Hopkins Sr. 

Phil Kalech 

Charles E. King 
Douglas Malcolm 

Robert R. Mathews 

Walter Mayer 
Mary Plllsbury 
Michael J. Roche 

G. R. Schreiner 

Joseph F. Slauf 

Clark A. Snyder 

Harvey Steen 

Robert N. Stood! 

Braniff International Airways. Dallas, director, vp 
Callaway MUls, Inc., La Grange, Ga., advertising. 

publicity director 
Standard Oil Co. of New Jersey (Daggett & 

Ramsdell div.. New York), vp, general manager 
Magnolia Petroleum Co., Dallas, sales promotion 

Abbott Kimball, Chicago, executive vp, general 

United Aircraft Corp., East Hartford, Conn., 

advertising, publicity director 
Aitkin-Kynett, Philadelphia 
Abbott Kimball, Chicago, home furnishings 

merchandising consultant 

Schieffelin & Co., New York, assistant advertising 
manager, all divisions 

Beaumont & Hohman, Chicago, account execu- 

Lever Bros. (Pepsodent dlv.), Cambridge, Mass., 
sales director 

Canadian General Electric Co., Toronto 

American Express Co., New York, general man- 
ager, advertising department 

American Express Co., New York, assistant ad- 
vertising manager 

Compton, New York, space, tlmebuyer 

II. B. Humphrey. Boston 

Lever Brothers Co.. Cambridge, Mass., assistant 
advertising manager 

Carnegie-Illinois Steel Corp., advertising man- 

Blow . New York. account executive, Bulova Watch 

Co. account 
National Tea Co., Chicago, advertising manager 
Gardner Displays Co., Pittsburgh, assistant ad- 
vertising manager 

(Continued on Page 

Braniff International Airways. Dallas, executive vp 
Nashua Manufacturing Co.. New York, advertising, sale* 

promotion manager 
Daggett & Ramsdell, New York, president 

Magnolia Petroleum Co., Dallas, advertising, sales promo- 
tion department manager 

Venus Foundation Garments. Inc., Chicago, assistant to 

United Aircraft Corp., East Hartford, advertising, sale* 
promotion director 

Sun Oil Co., Philadelphia, advertising manager 

Norrls of Los Angeles, advertising, promotion director 

Stardust, Inc., New York, advertising manager 
Schieffelin & Co.. New York, advertising manager, drug 

Pacific Greyhound Lines, San Francisco, advertisingdlrector 

Tonl, Inc., St. Paul, Minn., executive vp. general manager 

Thomas J. Llpton. Ltd., Toronto 

American Express Co., New York, advertising counsel, all 

phases of business 
American Express Co., New York, general manager, adver- 
tising department 
Squirt Co., Beverly Hills. Calif., advertising manager 
Kays-Newport. Providence. R. I., advertising manager 
Lever Bros. Co., Cambridge. Mass.. advertising manager 

United States Steel Corp. of Delaware. Pittsburgh, assistant 
director, advertising 

sears. Roebuck & Co.. Dayton. O.. advertising, sales pro- 
motion manager 

Bulova Watch Co.. New York, radio director 

Booth Fisheries Corp.. Chicago, advertising manager 
Gardner Displays Co.. Pittsburgh, advertising manager 


Radio has been ribbed by experts before. Wag Wagner, vice president of 
Olian Advertising Company, has a better background than most. He takes 
it as well as gives it. His "Whirz-z-r — best nickei candy there iz-z-zl", 
''Atlas Prager — got it? Atlas Prager — get it!", and Paradise Wine Song 
are among the most-ribbed (and resultful) radio commercials on record. 

News Item: "America is going to 
broadcast to Russia as a means 
of promoting a better under- 
standing of our ways and our peo- 
ple among the citizens of the 
Soviet Union." We think that's 
a great idea, in fact we have a 
vision of American commercial 
radio clearing up the fog of mis- 
understanding after very few 
broadcasts — 

Uncle Joe: Please, Sam, to 
varich, maybe you explain me 
sometying on raddio. 
Uncle Sam: Certainly, Joe. What 
do you wanna know? 
Joe: Val, efery morning is man 
on American raddio putting on 
vooman's hat and audience is 
laugh on him like crazy. Is not 
in America awailable man's copel- 
itch, translation, hat? 
Sam: Sure, comrade, he just puts 
on a woman's hat to make the 
old gals laugh, see? It's a joke, 
a gag, see? 

Joe: Efery morning same gack? 
Sam: Of course, it's a surefire rou- 
tine, never misses. The gals al- 
ways get hysterical and the more 
they laugh, the better his pro- 
gram rates, the more he gets 
paid. Understand? 
Joe: Oh yes, yes, Joe understand 
now. In America is occupation 
for man for putting himself on 
vooman's hats. Is pay good 
scale for such kind vork. Ex- 
plain me sometying else, tovarich. 
Sam: What's that, Joe, old pal? 
Joe: In middle program is an- 
nouncer say: "Folks, don't vait, 
don't delay, go right out now, 
go to your friendly druggist and 
get a bottle of that famous prod- 
uct right avay. Yes, I said right 
avay." Now, Sam, if whole 
audience is go out right avay is 
nobody left for listen to pro- 
gram, no? 

Sam: Joe, comrade, maybe you 
got somethin' there. Only that's 
a kind of a gag, too. He tells 'em 
to hurry out and get the product 
right away, but he doesn't really 
mean right away, understand? 
Joe: Ah, how you say, sure, 
Mikhaiail. Announcer is make 
gack, too. He say, go out right 
avay get product, but people is 
laughing and say, you crazy, we 
got for listen program and an- 
nouncer is get more rubles for 
make people laugh. 
Sam: Well, that's a kind of new 
twist, but what else do you want 
to know, pard? 

Joe: Is coming on raddio from 
America program for adwertise 
medicine for cure cold in nose. 
Sam: Well? 

Joe: Val, is coming on program 
billhilly singers and is singing like 
is catching cold in noses. 
Sam: Now, wait a minute, Joe, 
comrade, hillbilly singing comes 
straight from the heart of 

Joe: Oh, is come from heart, not 
from nose. Hokay, Sam. Soviet 
Union vitdraws weto. But one 
American kind program is make 
my vife, Sonia, happy like efery- 

Sam: What kind is that, Joe? 
Joe: Is efery day time on Ameri- 
can raddio, eVeryvhere tuning in 
same kind program. 
Sam: Oh, you mean the record 
programs, the disk jockeys? 
Joe: Oh, no, is not horse racing, 
is life. One time vife die on pro- 
gram, one time hosban' die, one 
time baby die. 

Sam: Oh, you mean the soap 
operas. So your wife likes 'em, 
eh, Joe? 

Joe: You betcha my shoes she 
like vash-opera, Sam. Is exactly 
like Russian art theatre. Efery- 
body soffer. Eferybody die. Is 
plazhure to listen. 
Sam: Joe, you understand Amer- 
ica, American life, and the Amer- 
ican people. Tovarich! 
Joe: Comrade! 


it can be known 






out in the states 






Do you listen on the radio 
to news on early morning 
and noon farm programs? 
What station? 


KMBC 2,112 982 

WDAF 1,675 882 

WIBW 135 1,349 

WHB 414 65 

KFEQ 350 117 

(Top five stations reported. Weighted sam- 
ple base: 5,545 interviews within KMBC's 
0.5 mv contour — 1% of area's radio fam- 
ilies— BMB's "Radio Families: 1946"— con- 
ducted by Robert S. Conlan & Associates at 
Missouri State Fair, Kansas Free Fair and 
the American Royal Livestock Exposition.) 


KMBC's 6 a. m. News with 


Monday thru Saturday. 

Wire for Details. 


of Kansas City 

Free & Peters, Inc. 
Slid 1378 Ti« lisle CIS Stltlli lor Kiisis Hi Hltstirl 

vAARCH 1947 



Jack Baker came to WSM with a national reputation — top ratings in fan- 
mag polls — eight years on Don McNeill's Breakfast Club — 100,000 letters on 
his 10th year in radio — all that sort of thing. 

But playing for a sectional audience and playing to network listeners spread 
over 48 states requires two completely different formats. 

WSM listeners get the same Baker. But the ingredients he puts into his 
program are different, mixed to the recipe we know pleases the WSM audience. 

It's Jack Baker on RFD DIXIE, 
a folksy, zany, informal songful 
quarter-hour designed for Southern 
housewives. They "ear it up" — 
which on the dollars and cents side 
means they are keeping the JFG 
Coffee Company busy supplying 
their dealers. 

Yes, he not only entertains 
but this Baker Sells Coffee, too. 

-- v 

* ft 

* Whatever your product, WSM has the talent (a roster of 300) 

the production know-how (5 production men with network experience) 

and an intimate knowledge of our audience (through serving them for 21 years) 
to build the show YOU need — 



EDWARD PETRY & CO., National Representatives 

"JAe Siett tit $%aadca&tlng 





Vol. 1 No. 5 . March 1947 




\ \ \ I / / ^y 




Four 5-ininute daily news sessions roach nine 
out of ten listeners for Standard Oil of X. •!. 

Seven out of eight homes in the 
18'State Esso marketing area hear 
the Esso Reporter during any 
eight-week period. Five million homes 
hear the Esso sales story daily. (In the 
territory in which Esso products are 
marketed that's equal to combined cir- 
culation of the Post, Life, Collier's, and 
American Magazine and they aren't 
published daily.) 

And since audiences are only part of 
any advertising story it's important to 
underline the fact that Esso's the first 
gasoline in sales in its territory. There 
isn't a single network show that equals 
the pull of the Esso Reporter on the 40 
stations which broadcast this news spot 
four times a day. Like Bulova, the 
Standard Oil Company of New Jersey 

1ARCH 1947 

has proven the efficacy of national spot 
broadcasting — in sales. 

There are no star names used on the 
program. The news is simply Esso's and 
the announcer is simply the Esso Re- 
porter. Although the Esso Reporter is 
on the air four times daily, it uses only 
20 minutes (four times five) and its 
annual expenditure is less than a year- 
round network show with top names, 
like Benny Goodman and Victor Borge 
(Socony- Vacuum), H. V. Kaltenborn 
(Pure Oil), Eddie Bracken (Texaco), and 
Lowell Thomas (Sun Oil). 

At one time these Esso Reporter five- 
minute airings were exclusively Esso's. 
Today they're exactly the same as the 
five-minute shows which are packaged for 

all the 700 stations served by the United 
Press radio bureau. However regional 
bureaus of UP and each Esso local station 
adds regional and local items to the 
national news package put on the wire 
by UP. It's the consistency of the four- 
times-a-day, six-times-a-week impact that 
has played the biggest part in makitu 
the Esso Reporter an outstanding selling 
success. However the news show alone 
wouldn't have done the job — the com- 
mercial handling backed by the promo- 
tion and advertising which each of the 
12 Esso divisions and the 40 station^ 
have focused upon the show, has to be 
given a great deal of the credit. The 
18 states in which Esso products are 
marketed run from Maine to Louisiana, 
with a different problem in almost every 


state. No over-all copy approach can 
hope to cover all the IS states, for while 
winter lubrication is a seasonal need in 
Maine that appeal just won't go in the 
South. In some areas the service sta- 
tions really turn out to tie into the broad* 
Ci sting campaign. In others fewer than 
one out oi 10 dealers do anything about 
Esso air advertising. And what goes for 
the dealers goes also for the Esso divisions, 
with some divisional heads giving most 
Esso air campaigns the quick brush. 
I ypical oi the campaigns which Esso air 
has pushed was the "Clean Restroom" 
campaign, an ideal point-of-sale promo- 
te n. Esso offered a free local mention 
to the service stations which cooperated 
with the air campaign. The promotion 
got considerable newspaper publicity, 
dealers were circularized, and there was 
plenty of sales hoop-la. Did the free air 
mention and the rah rah get action? No! 
Only a few responded. The few, how- 
ever, collected plenty. One dealer 
John Clarke of Pottsville, Pa.) who 
liked the idea received air mention — 
landed newspaper space about his rest- 
room — and his gallonage jumped 75 per 
cent the day following the broadcast on 
which his name was mentioned. 

By and large the broadcast has to 
carry the burden alone. No matter how 

Esso doesn't expect its dealers to believe 
without proof that air advertising sells gas and 
oil. They give the facts on 1 public acceptance 

/ udht itemize that \ 

(sso a rut atejuresr J 

fieooueee o* men </ 


Luckily for us, who have 

to meet the public, the 

ESSO Reporter can change 

the public mind to a 

marked degree. Lookee: 

How it changed its mind regarding the 


of the Compa 

ny as a p 


of Hundred 





Per cent 


Per cent 
























100 % 


100 % 

(1,300 men, in 15 cities in ESSO territory) 
HIGH OCTANE ... Carefully Refined. 

the divisional salesmen stress the fine 
selling job the four-daily newscasts are 
doing, most dealers just aren't able to 
check what actually brings in the busi- 
ness and quite possibly feel that its their 
personal fallowings, locations, and or 
just the need for gasoline that sells for 

Even point-of-sale give-aways, which 
should certainly be proof of impact, fail 
to convince the general run of dealers. 
When the Standard Oil of New Jersey 
house organ Esso Oilways featured a 
story on Tennessee, the local division 
decided to reprint the folder see page 
16) and offer it free for the asking. Five 
thousand folders were distributed to 
stations in the Knoxville area on the 
basis of their gas sales. Then a single 
100-word announcement was used on a 
single broadcast over the Esso Reporter 
on WNOX in Knoxville. Although the 
dealers had to be "sold" on the idea and 
many failed to cooperate, within a week 
after the broadcast all 5,000 folders had 
been called for at the point-of-sale; there 
were also 65 mail requests from outside 
the Knoxville area. How many sta- 
tions ran out of copies before the demand 
dropped off nobody knows, but what is 
certain is that one announcement over 
one station in one Esso Reporter broad- 
cast made more than 5,000 car owners 
drive into Esso service stations and ask 
for a free booklet. This was a local 
give-away, handled on a local station 
with a minimum of fuss. 

There have been countless inciflents of 
how that "local touch" produces results. 
In one case the North Carolina Esso 
division sent out its salesmen and sold 
its dealers a give-away, a fishing and 
hunting guide (see page 16) which was 
plainly marked "$.25." Some dealers 
told the salesmen "to hell with it." but 
more than half of them bought a supply. 
Then once a day the Esso Reporter did 
a 100-word job on the guide. The 
dealers who had told the salesmen to hell 
with it were the first to yell for copies 
and the division switchboard was tied up 
in knots by them and other dealers who 
wanted more copies every time an an- 
nouncement went on the air. R. H. 
Crum, radio advertising head of S. O. of 
N. J., makes a special point about the 
distribution of the North Carolina book- 
lets. He states; "The program dis- 
tributed these books to motorists for a 
fraction of what it would have cost to 
mail them. The Esso Fishing and Hunt- 
ing Guide brought thousands of cars into 
Esso stations instead of Cult, Shell, or 
Texaco stations." One of the reasons for 
the Esso Reporter co m mercial impact, 

according to ad-man Crum also, is that 
"the average listener to these news 
sessions stays tuned to 91-2 10 per cent 
of each broadcast, including the com- 

Listening to the Esso Reporter hasn't 
gone down since the end of the war 
because, as Phillip Newsom, head of 
United Press radio news section, stresses, 
the five-minute shows include national, 
international, and regional or local news, 
and all three types of stories were part 
of the package all through the war. 

The report includes from 16 to 20 
headline items. Its formula hasn't 
changed from the day it started. Esso 
Reporter was the first big-time sponsored 
news show. It opened the door to com- 
mercial sponsorship of news at a time 
when newspapers were still anti-news- 

The idea was sold to the Esso adver- 
tising agency, Marschalk and Pratt, 
back in July 1935. Clifford Glick, then 
a salesman for the National Broadcasting 
Company, one day ran into Fritz Snyder 
(see Mr. Sponsor, page 8), then radio I 
director of the agency, and Harry C 
Marschalk, head of the agency, at Broad- 
way and 4 3d Street. Glick told Snyder I 
and Marschalk that UP had decided to 
change its policy and was ready to lease 
its news service to NBC and maybe 
Standard Oil would be interested. The| 
proposition was put up to Dr. R. T. 
Haslam, now a director of the oil com- J 
pany but then the sales manager, and 
he bought the UP news on WJZ where 
it still is) and WEAF as well as an NBC 
chain. The company dropped Guy 
Lombardo for this newcast. After the! 
first 26 weeks the operation begar 
shift to a spot campaign, covering trx 
territory to which Esso was restricted b\ 
the anti-trust decision which had broken 
up the Standard Oil empire. 

The agency endeavors to blanket tht 
Esso sales territory. In the past it based 
its decisions on NBC "regular listening 
figures" but now uses Hooper. Nielsen 
and more recently the Broadcast Mea- 
surement Bureau Index. Also in the past 
it insisted on coverage based upon a mini- 
mum of 50 per cent of the sets in an> 
county. It's understood that since 
January 1946 a 25 per cent listening 
figure has been the minimum base. Tht 
25 per cent figure of course is for thi 
outlying counties where Esso servici 
stations and broadcast station coverage 
are fringe. 

But no research figures alone determine 
the final station selection. Curt Peter 
son, now radio director of Marschalk 
and Pratt, and R. H. Crum of the oi, 





EsSO Greater Tennei 




When You VSanl It 


Local, National and 
International News 


Monday -Saturday Sunday 

HliOO A.M. 
6:2S P.M. 

7:.V> KM. 
l2tSS P.M. 
625 P.M. 


N £ N £ W S . , 




Time and Station 






AW». 1 h " 
1 mm ° 









7:30 12:00(N) 1 6:00 






7:55 j 12:15 6:23 






7,55 1 12.30 | 5:30 








1:00 6 00 






5 " llili 

save that car! 

care saves wear 

DO 4, 




Stations do not spare promotion when they have the ESSO Reporter to sell. They use dash card' , blotters, car cards, news papers, and billboards 

company, visit each station at least once 
a year. The talk usually produces in' 
formation that's never found on a rating 
report or a rate card. It also produces a 
closer liaison between the local Esso di- 
vision, the dealers, and the stations. 
This liaison results in 24-sheet billboards, 
car cards, newspaper advertising on the 
program, and all forms of station pro- 

: motion. The program, being a clean-cut 
newscast with a local and regional slant, 
is public service and many stations pro- 
mote it as though it were their own sus- 
taining program (see above). 

£5x0 Reporter is the toughest kind of a 
program, commercially, to be handled 

, by an agency. It requires 8 commercials 
per day. It requires copy geared to the 

: region in which it is broadcast. Since 

; the advertising expense is allocated to 
the division in which each station broad- 

MARCH 1947 

casts, it means keeping each division sat- 
isfied — not just the home office. These 
divisions are consistently coming up with 
ideas (they are urged to do this by Crum 
and his superior, R. M. Gray, advertising 
manager) . In one division dealers wanted 
Butel (synthetic) tubes plugged, since 
they only had to be pumped up every 
six months, and that division was given 
special air copy for Butel. Another 
division found that Ethyl Cleaner, 
a product of the Ethyl Special- 
ties Corporation, subsidiary of Standard 
Oil of New Jersey, had been sold to a 
great many dealers but was not moving 
off their shelves. They asked for Esso 
Reporter help and North Carolina was 
exposed once a day for two weeks to a 
100-word hard-hitting commercial. Ethyl 
Cleaner began to move off the shelves. 
A special bow, in a sales meeting, was 

made to WWNC in Asheville whose 
merchandising department sold a number 
of retail stores on tying in with the pro- 

Of course the individual problems of 
the 2200 Esso stations can't be handled 
directly, but the 12 divisions manage to 
make sure that their general aches are 
taken care of. 

When it comes Fair time in the country, 
most stations operate their news bureaus 
from a booth at their County Fairs . . 
and the Esso Reporter is found to be a real 
drawing card. Four times a day the 
crowd mobs the booth to see news in 

How stations feel about their Esso Re' 
porter is evidenced by the many anniver- 
sary celebrations (see WHP, Harrisburg, 
folder, page 16) and special broadsides 
published. The most recent broadside 


Your ESSO Reporter has 
broadcast many great tales. 
...Ask your ESSO dealer tor 
a copy o< the tsso stories 

if the year . . . 

Where do you wet a line? 
Ask vour dealer for a copy 
of the ESSO Fishing and 
Hunting Guide to the state 
of North Carolina. It's yours. 

Ask your nearby ESSO dealer 
tor this pamphlet on the 
great state of Tennessee. I 
free at any ESSO station... 
and no ob I i ga t i on . 







d^ s 

,tn a 


&V X 





was that of WPTF, Raleigh, N. C, 
which stressed the fact that it thought 
Standard Oil backed up its program with 
sound selling more than any other 

During the war the Reporter "sold" 
3,500,000 war maps which were given 
away free at Esso service stations. Came 
VJ day and there was a considerable 
number of maps still available. Crum 
and the agency put their heads together, 
:ame up with an honest plug for the 
.w-war map, and then had to pull the 
rommercials off in a hurry. Although 
"rum thought that nothing was as dead 
is a war map in peacetime, he had 
igured without the pull of his program. 

( Ikie of the objectives of the Esso 
narketing plans is to keep the program 
in the public interest. There's real time 
Jevoted to Red Cross, March of Dimes, 
JSO, and all other drives. The public 
ervice doesn't stop there. In the Dela- 
rare-Maryland-D.C. division two Esso 
ervice stations handled tickets for the 
^avy home football games and asked for 
i lift. The Navy-Notre Dame game in 
Baltimore was a sell-out so it was not to 
>e mentioned, but the local Esso re- 
lorters banged away a couple of times a 
i'eek on the smaller home games. More 
han once the division had to stop the 
ilugs because of an unexpected sell-out. 
That hadn't happened before. 

Other objectives of the program, aside 
rom the public service, are to: 

lelp dealers build their service business; 
let the pace for the petroleum industry; 
»eep the Esso brand name the leader (it is now); 
pack up Esso dealers; 
Stress "Quality and Service"; 
ncrease public understanding of petroleum. 

Esso feels it's done that and more. 

Twelve of its stations have been 
arrying the show 10 years or more. 
Thirty-eight have been with Esso for 
nore than five years. The agency and 
ponsor feeling is that sticking with a 

gas was sold but it does mean that Esso 
is developing a sight-and-sound selling 
version of its Esso Reporter to await 
TV day. The visual program is now on 
WNBT (NBC, New York) and WPTZ 
I'hilco, Philadelphia). 
Competition is heavy in the 18-state 
area in which Esso products are sold and 
Standard Oil of New Jersey gives broad- 
casting a great deal of the credit for 
keeping it first. It's out to reach every- 
one in its selling territory and feels that 
it does, to all intents and purposes. It 
still would like more dealer cooperation. 
At a merchandising managers' meeting 
in January a typical Esso Reporter 
talked to the men this way: 

"I keep telling people, 'Go to your nearby 
Esso station' . . . and who gives me a hand? 
Nobody! Who ever plugs your Esso Reporter 
to Esso customers? Nobody! Who ever says 
'This product was featured by your Esso Re- 
porter?' Nobody! I get so damned discouraged! 
What have I got to do to get some cooperation 
Anybody'd think I was advertising a competitive 
gasoline. Look guys, I'm YOUR Esso Re- 
porter. That's Esso, E-S-S-O. I'm plugging 
for you . . ." 

station gives the dealers a confidence that 
wouldn't be present if the show shifted 
from station to station. Besides, most 
of the stations are doing a top-drawer 
job of promoting the program. Con- 
sistency of station also inspires dealers to 
do some promotion. Recently a dealer 
suggested to the Esso division head in 
the area in which he was located that 
it'd be a good idea if they supplied 
dealers with a tag on which was printed 
the wave length of the station and the 
four time periods in which the program 
was aired. Esso did just that, and since 
it was a dealer suggestion many of the 
dealers cooperated by having their men 
wear them. The idea is that customers 
will ask what the numbers are all about 
and the men will tell them about the 
Esso Reporter. It works. 

The Esso newcast formula is being 
extended to the Esso Television Reporter. 
The news is all on film and thus can be 
sent to any station in the Esso area, 
when such stations are perking. At • Esso is selling— but their dealer selling 
present NBC is filming the program J ob is never done. It's been one thing 
working with John Allen of the agency. to se " the product and still another to 
Commercials are more detailed than the shake the average retailer into cooperation, 
broadcast copy for they are trying to Tnere is another factor— one that's a 
show the laboratory tests they can only constant problem for advertising man- 
talk about briefly in radio copy. Service a § ers of a11 great corporations using spot 
can be demonstrated and trade name broadcasting. The Esso Reporter is not a 
impact visually is said to be much higher program to which stockholders and or- 
than straight wordage. Paul Alley ganization executives can point and say, 
(NBC film head) has landed a number "Our company sponsors that great 
of picture scoops for Esso and their broadcast. 

surveys have proved that for them, at Like most other spot programs, Esso 
least, TV is selling. Towards the end of Reporter is a sales tool. Standard Oils 
1946 they made a survey to compare president can't take the visiting fireman 
with one they had made in May 1946. In to see an Esso reporter at work for 
May they found that 30 per cent of the there's little drama and plenty of glamor 
viewers (6,000) used Esso Extra. (Crum's less sweat to the job. While that may 
comment on this is that it's a very high not at first glance seem important, pro- 
usage figure.) In the second research grams are constantly being bought be- 
job the figures stood at 40 per cent, cause of the business social standing that 
This doesn't mean that a great deal of they give a sponsor. And many shows 

have been cancelled because of the lack 
of this social standing. The now famous 
story of Heinz's cancellation of the net- 
work version of Joe Palooka because Mrs. 
H. felt that it wasn't "fit to come to her 
drawing room" has been repeated time 
and time again. Often it isn't just per- 
sonal feeling but business prestige that 
prompts a sponsor to buy big names and 
coast-to-coast when a regional or national 
spot campaign would do a better job. 

Esso and Marschalk and Pratt have 
been able to withstand pressure (of course 
they deny there has been any). They 
have been able to prove that the Esso 
Reporter is tailored to their exacting needs 
for a flexible direct selling multiple im- 
pact daily advertising campaign. Stand- 
ard sponsors Esso Reporter on 40 stations 
because it sells. 

Localized commercials with give-aways bring 
car owners right into the gas stations to get the 
free booklets — and they buy gasoline too 



r 100 








2' 3' 4' 5' 6' 7' 8' 9' 10' 1 1' 12' 


a radio program's ills 

There's no "perfect specimen" of a healthy radio 
program. A program may top all the shows on the 
air and still be sick in its commercials. Other "great" 
programs may not reach the audience to whom their sponsor 
is selling. And still others may have over-all appeal but have 
other elements that lose audiences. 

Everybody admits this but up to comparatively recently 

little or nothing was done about it. Millions were and are 

spent for quantitative research (how many listen) but only 

a minute fraction of this amount for qualitative surveying 

why they listen, and how they like what they hear). 

Three types of "why" research are employed at this 
time and more and more attention is being given to research 
into commercial copy as well as program content. The 
Hopkins Televote Machine and the Lazarsfeld-Stanton Pro- 
gram Analyzer have been in use for some time. The former 
has been used on Young and Rubicam (ad-agenc\ I programs. 
The latter has been in use not only on Columbia Broadcasting 
S\ -tcm programs (it was developed for this purpose) but 
McCann-Erickson (also an ad-agency) has used it on Dr. 
Christian and several others of its sponsors' shows. The 


McCann organization is the only agency licensed to use the 
Program Analyzer, and its use at the agency is under 
the direction of Herta Herzog (wife of Paul Lazarsfeld). 

However, despite CBS's Frank Stanton's constant stress 
on "why" instead of "how many" it wasn't until Captain 
Horace Schwerin came back from his army service and started 
to do a qualitative research job for NBC that the industrj 
began really to wake up to the fact that knowing what goes 
on in the minds of the men, women, and children who listen i- 1 
vital. When one network rights for something the pool is 
stirred, but when the two leading chains plump for the same 
thing the pool is really churned. 

Schwerin's new contract with NBC restricts his program 
research to the net and its clients, except in the field ot 
commercials analysis. He's permitted to work on the selling 
end of broadcasting without restriction. 

Six months have elapsed since Schwerin was turned loose ^ 

on the senior network's program -. He has analyzed a hundreJ 

of them (he checks three at each session). As many as 13 in 

one series have been analyzed, to test whether the panels 

especially selected groups of listeners' which he sets up can 


^m ca Loves Best." 100 would mean "complete" enjoyment ofthe program, Vocals were by [Robert jMerrill. Orchestra directed by Frank Black 

help expand the audience, change the audience composition, 
md/or increase the audience's enjoyment of the program and 
acceptance of its commercials. As has been uncovered through 
)ther progranvanalyzing methods certain basic facts were 
igain brought out by Schwerin which are applicable to all 
Programing. Many of these came to light during a study of 
Music America Loves Best, the RCA- Victor Sunday afternoon 
-2-2:30 p.m. — sel ing effort. 

This program wasn't producing. Rumor had it that the 
sponsor was going to forget about radio advertising, trade 
•>apers even car ying the story of the program's exit. But 
ince the parent company of RCA-Victor and NBC is the 
ame that would have been a slap in radio's face. So the 

show remained on the air and was given to Schwerin to test — 
to uncover what was wrong with it. The first program tested 
was that of August 4, an airing that was Hooperated 3.4 with 
a share of audience of 20.3. The share figure is important due 
to the fact that the program's rating naturally would build 
during the fall and winter and a higher rating then would be 
no indication of actual program improvement. An increase 
in share of audience, however, is proof of the increased pull of 
the presentation. On the February 15 Hooperating the 
program received a 7.7, with the share of audience having 
increased over 50 per cent, the index being 31.6. That is not 
the sole result of the Schwerin qualitative investigations of 
Music America Loves Best, although in some cases it might be. 

■flat 2 pm listening by age groups Sunday 2 pm listening by men & women 

JOR 25 

I no 

D\ 50 




Panel reaction in vocal numbers 

Ilea u ion by nmiunlinii. eilmalioii 

Panel rear! ion lit sei and at 







< — ovia ae 

M 1 


Schwerin discovered that Music America Loves Best was 
enjoyed must, and therefore dialed most, by listeners ov< 
This is an age group in which family buying is generally much 
lower than other groups. It is also an age group that doc- not 
spend money for new radios and radio-phonographs, nor does 
the appeal ol popular new disks send it into a buying splurge, 
In other words even had its rating been good the pn. 
still wouldn't have been reaching the major buyers of home 
furnishings. The program's selling assignment was to sell 
radio instruments first, the RCA-Victor trade name second, 
and Victor records third. There was some division of opinion 
within the company itself on the relative selling responsibility 
of the show but the majority agreed that the job it had was in 
this sequence. 

For the program to reach the "buying age." those who 
were listening to the competition, i.e., those who had their 
radio sets turned on but not to Music America Loves Best. 
had to be brought to tune the RCA-Victor show. The first 
tabulation, therefore, established how the non-listener and 
occasional listener felt about the program (see chart on pages 
18 and 19). Regular listeners rated the program 88.6. it- 
occasional dialers 85, and the listeners to other broad 
on the air at the same time 77.3, indicating that there v. 
a great span between listeners and non-listeners. Thus there 
was a fair chance that if the show improved so that the regular 
listeners liked it more, it would gain impetus enough also to 
turn occasional listeners into regulars and non-listeners in- 
to part of the now-and-then audience. 

To improve, therefore, rather than change, the program 
the Schwerin staff had to uncover the weaknesses, which could 
then be removed by the program producer, in this case ( . 
Voutsas, NBC staff member. 

Panels began to come up repeatedly with the same 
gestions. First it was discovered that programs start 
with a high level of interest on the part of their lisn 
This interest dwindles when the introduction is drawn out. oi 
over-produced. The Schwerin report on the program sug- 
gested that the program get under way at once. Open 
now less than a minute for sponsor identification and ( 
thing. The lead into the first number is long if it run- 4- 
seconds. The get-on-with-the-show routine retains the usual 
high level of the opening interest for some time. 

The panels next indicated that certain songs were liked 
and certain songs were not (see charts'); yet frequently in the 
latter category were songs of the same genre and quality a- 
those in the former. This was at least a hint that it might 
not be the songs themselves that weren't liked and invt 
tion presented the fact that the songs that were liked ran 
three minutes or less and those that were not enjoyed ran 
four minutes or more. Musical numbers were thereupon 
restricted generally to the three-minute duration. Result 
the audience liked more songs. 

Tlv first commercial usually came around eight mil 
after the program started and was devoted to selling I 
Victor radios and radio-phonographs. It's normally exp 
that interest drops during a commercial except when it's on 
Fibber McGee and Molly or a like program -but in this 
it wasn't a drop, it was a plunge. It lande.1 25 point- 
than the spot on the program from which it took off. That 
wasn't good (understatement). It not only indicat 
failure to sell the product but also broke down audience 
interest in the program. 

The second commercial, devoted to selling records. 
usuall) -putted about 22 minutes into the program. It 

Please turn to page 45 


AD ventures 


that really pay off I 

and RALPH 


FROLIC with Joe and Ralph is a music- 
plus-comedy show that's an institution 
in The Detroit Area. From 6 to 9 
mornings, daily, it does a great product 
selling job for local and national adver- 
tisers. A dramatized spot on this show- 
is a powerful piece of time for $20. It 
pulls the greatest concentrated morning 
audience in this market. It will sell 
your product and save you money. 
Write or wire now . . . there may be an 
opening, soon ! 

■in the Detroit Area, it's 

5,000 Watts 

at 800 kc. 

Day and Night 


Union Guardian Bldg., Detroit 26 
J. E. Campeau, Managing Director — Mutual System 
Adam J. Young, Jr., Inc., Natl. Rep. • Canadian Rep., H. N. Stovin & Co. 

*ARCH 1947 



Find the 










































Broadcasting is a mass medium, yet many of its greatest 
advertising successes are based upon a copy appeal 
directed at only a segment of the listeners. Both 
stations and advertisers are frequently damned for trying 
to reach everyone, of trying to fight for the same audience 
and the same dollar. But in air advertising history there 
are innumerable case histories of sales stories addressed to 
the few rather than the many. An early example (and a 
much-quoted one) is that of an advertiser who broadcast a 
series to sell just two prospects — and the 13-week program 
cost in the thousands. The two customers' orders exceeded 
the half-million figure. 

When Sul-Ray (a sulphur bath) approached its selling job 
it was started from scratch. It had no distribution, no de- 
mand, no money — and no product. Fred Latter, chemist, 
had a formula and a feeling that sulphur baths could be 
sold in the U. S. A. Like many a man with an idea he went 
the rounds of advertising agencies to find one who thought 
he had something. He hit the man, Hal Salzman, on his 
fifth call. Salzman had a small agency, a few friends with 
money, and manufacturing sources. He had landed other 
accounts the hard way — and decided to take a flyer with this 
one. I !«.■ sit up the business (Sante Chemical Co., now 
National I lealthaids Co.. Inc.), packaged the product, and 
named it Sul-Raj . 

Then came some marketing research, which threw Salzman 
for a loop. He found that America as a nation doesn't take 


baths u showers. He found that bath salts never sell to 
any great extent except at gift time. He found that copy 
over stations reaching the normal cross-section of America 
produced no business for him. Sulphur baths were one thing 
America could do without but definitely. 

The merchandising error had been made in not first dis- 
covering if there were a market for the product. There was. 
but it wasn't in the great mass audience that listened to radio 
generally. The few test broadcasts which were addressed 
to anybody reached nobody. Then came the marketing 
huddle. Was there really anybody who wanted Sul-Ray 
baths? Research developed one further fact. America's 
foreign-bom population had been trained in childhood to ) 
think of spas and sulphur baths as curative and health- 
building. Showers were not part of European living — 
baths were. 

The problem then was to sell the foreign-language listening 
audience. Not only were these listeners bath-conditioned I 
but they also were faithful dialers to foreign-language 
broadcasts. The Jewish listeners tuned every station broad- 
casting in Yiddish. Italians ran around the dial picking up 
programs in their native tongue. And the same thing was 
true of German, Polish, French, and Spanish nationals trans- 
planted to America. There was still another plus. These 
nationals also were mail shoppers. They sent in their dollars 
to buy via a three cent stamp. This last was very important 
to Sul-Ray for it still had no distribution, and couldn't 
obtain coverage unless there was an advance demand for thej 

The decision therefore was to try selling the foreign la 
guage market via the air. 

The first attempt was on a station with a sizable Jewish- 1 
speaking audience, station W'EVD. The reason for this 
elementary — New York was to be the first market opened! 
and the "language" side of that market, according to the| 
1940 census, checked this way: 

Jewish-speaking 2.4M>.ooo 

lialian-speakinii 2.10 

German-speaking i.2.*6.oo# 

Polish-speaking 576.0O0 

Spanish-speaking 250.00* 

Naturally that double-checked the use of W'EVD, ov 
by the Jewish Daily Forward and reaching a great Je*H 
audience. Original investment was $500 in spots on 
Jewish News program. That first $500 brought in 2,C 
dollar bills (Sul-Ray was sold at a dollar a package) all ol 
which was plowed back into more announcements. ThH 
plow-back continued for a period of four months after wtocr 
time there was enough demand at drug stores in the area^ 
in which Yiddish was spoken to enable Sul-Ray to obtain 
effective distribution for this first foreign-born group. 

Now they could shift from spot announcements to a pro 
gram and they bought W'EVD's Jewish Philosopher. I: 
went sales again; it looked as though the Jewish market wa 
okay for Sul-Ray. 

Next they tested the Italian listeners with spots and d 
silling on station WHOM, Jersey City, N. J. Again th. 
dialers responded with dollars (although not in so gnat 
ratio as the Jewish audience) and the same routine 
followed, with the stores in Italian districts respondin. 
in the same manner as those in the Jewish districts. 

The Jewish and Italian tests indicated that sulphur bath 
could be sold to these groups and more than likely to th 
other foreign-born groups. 

Please lum /«> page 47 



r b RENEl 



Denver 7th Renewal Kansas City 

Salt Lake City . . 7th Renewal Boston . . 

Cincinnati .... 7th Renewal St. Louis . 

Altoona 7th Renewal Knoxvilie . 

Miami 7th Renewal Zanesville . 

Seattle 6th Renewal Chattanooga 


6th Renewal 

5th Renewal 

5th Renewal 

5th Renewal 

5th Renewal 

5th Renewal 

ica's Funniest Husband and Wife! 

'•rn and played by Goodie Ace, one of 
e rtion's top comedy creators, a headline 
i fashioner for 13 years . . . 

us lane Ace — radio's beloved "dumb 
* who has malapropped her way to 
idi< immortality. 1040 quarter hours im- 
edrely available. EASY ACES means 
"yistening and easy renewals. 



to» *" 

to to 

~< -< 
to to 









to i 

* i 



? i 


v. ^ | 





. c»0*'' 



4fe. Spo/teOK, 74sks : 

"Do give-aways with multiple trade name 
air credits reduce the advertising value of a 
program for the actual sponsor?" 

Charles M. Spencer 

Advertising and Sale Promotion Manager 

D. L. & W. Coal Co. 

The Picked Panel answers: 

From personal 
observation I am 
convinced that 
multiple trade 
name air credits 
do not reduce the 
advertising value 
of a program for 
the actual sponsor. 
These give-aways, 
in some cases, add glamor to the original 
sponsor's program somewhat the way 
guest stars do. With the sponsor are 
associated the names of products which 
are in some instances better-known and 
more lustrous than his. A Benny or a 
Buick each has glamor and name value 
to the listener. Some sizable and canny 
sponsors have found an equal and perhaps 
less expensive lure in the Santa Claus or 
Cinderella route. 

One sure way of getting has always 
been to give and the giving in radio can 
be talent, entertainment, or gimmicks, or 
a combination of all three. Most cer- 
tainly this would not reduce the adver- 
tising value of a program. 

On checking the five leading audience 
participation shows in daytime with many 
give-aways, it was interesting to note that 
their sponsor identification ran from a low 
of 52.4 per cent to a high of 64.4 per cent. 
Compared with these were three daily 
serials that have been on the air for many 
years with higher audience ratings but 
with sponsor identification which ran 
under 30 per cent. These latter do not 
unhide give-aways. 
The type of product and its established 
ptance of course are a factor in 
sponsor identification. To tie it up, let 
me add that my experience is based on 
Queenfor a Day which has sponsor identi- 
fication of 54.8 per cent and 62.8 per cent 
tui tin two products it advertised and 

yet is one of the youngest audience par- 
ticipation shows. Queen has given away 
everything but the White House. 
Phillips Carlin 
Vp in charge of programs 
Mutual Broadcasting System 

It is my opinion 
that the use of 
multiple trade 
names on give- 
away products 
over a radio show 
is actually an ad- 
vantage to us. It 
is the quickest 
possible way of 
showing people that the prizes given 
away are bona fide and desirable. A 
nameless "Portable Radio" as such, or a 
"Whosis" Radio, would be viewed with 
extreme suspicion by a listening audience 
which never actually sees the prizes. 
But a "Bendix 5-Tube Radio" bears the 
hallmark of authenticity and is accept- 

I feel that if we eliminated brand 
names, public interest would diminish, 
and, after all, public interest in our radio 
program is public interest in our product 
— which is our object. 

On our program, Grand Slam, Irene 
Beasley always mentions the trade names 
of the products she gives away — and, as 
on this show prizes are won by listener 
contestants as well as studio contestants, 
these winners know immediately that the 
prizes they win are tops in the merchan- 
dising field, and have not a moment of 
uncertainty as to their good luck. With 
these considerations in mind, we definitely 
feel that the advertising value of the 
program is not diminished in the least by 
multiple trade name air credits. 

Lee Mack Marshall 
Advertising Manager 
Continental Baking Company 

About the only 
J± way to take this 

A | out of the realm of 
pure speculation is 
to look at it in 
V, terms of sponsor 
.-■■«. ^fl I identification, 
^fl There's no 

Mk doubt that the 

^^^^™ shows that rate 
highest in correct sponsor identification 
are the single-product shows. Shows that 
advertise more than one product — even 
well-established shows with respectable 
ratings, such as Kraft Music Hall, Mr. 
District Attorney, Fred Allen, Durante- 
Moore— tend to fall in the medium 
bracket in sponsor identity. 

But in the case of "give-away shows 
with multiple trade name air credits 
another factor comes into play. They're 
all audience participation shows. And 
that kind of show runs high in sponsor 
identity. In the latest sponsor identifica- 
tion ranking, three of the first five shows 
are audience participation. 

So the sponsor identification of the 
give-away shows is the result of two 
factors pulling in opposite directions 
The audience participation factor, with 
its multiple mentions of the actual spon- 
sor, pulls Lip the SI index. Credits for 
give-away merchandise pull it down. 
The result is about what you might ex- 
pect. These shows fall into the middle 
range in correct sponsor identification. 
Actually, most of them are better than 
the median. 

To be practical about it, if an adv< 
tisei can cut his program cost by getting 
free give-away merchandise in exchange 
for air credits, and still get bettcr-than- 
average sponsor identification for him- 
self, it looks to me like a smart deal. 
James E. Hanw 
Manager, Radio Department 
N. \V. Ayer & Son. Inc. 



The use of mul- 
tiple trade names 
on a program, as I 
see it, probably 
tends to reduce 
the value received 
to the man who 
actually foots the 
bills. This would 
be a hard thing to 
prove, as sponsor identification figures 
won't necessarily give the answer and do 
not always carry a direct relation to a 
program's sales effectiveness. But com- 
mon sense will tell you that a sponsor's 
sales message is likely to be impaired, or 
at least confused, if there are 10 or 20 
other brand names mentioned on his 

There are of course obvious advantages 
in the mention of well-known brand 
names. They mean something to audi- 
ences — at least they know what the con- 
testants are taking home with them — 
and mentions of known high-quality 
products put the sponsor's product in 
"good company." To a large degree, the 
problem depends on how skillfully the 
actual sponsor's sales message is pre- 
sented as opposed to the brand-name 
mentions. A really top-notch job of high- 
lighting the actual sponsor's message is 
necessary to offset any confusion in the 
listener's mind. A nice balance would 
have to be achieved between the brand 
names and the name of the sponsoring 

It's difficult to generalize about any 
type of show, because I believe the 
matter of the product to be advertised — 
and the particular sales problem to be 
met in each individual case — is of primary 
concern in the consideration of what type 
of show is likely to be most effective. 
Chester McCracken 
Radio Director 
Doherty, Clifford & Shenfield 

I can't help but 
feel that a pro- 
gram using a lot of 
give-aways with 
air mentions of the 
brand names will 
hurt a sponsor in 
the long run. Un- 
less a listener has 
listened long and 
faithfully to the program, the free plugs 
for the give-aways would tend to reduce 
the advertising impact of the commercial, 
and thus reduce the over-all advertising 
(Please turn to page 40) 

W rDlYI s4£t&wM*t rfudtwce 

UP 56 


• The C. E. Hooper Index— September through 
December— shows a 56% Increase in WFBM 
afternoon audience 12:00 to 6:00 P.M. 

Programming— plus intensive promotion- 
is designed to continue sky-rocketing the num- 
ber of sets tuned to WFBM. 

It's a trend! . . . Time buyers who like to bet 
on winners will like the long odds in favor of 
securing top availabilities for their clients. 

Ask the nearest Katz representative— NOW 
— about this phenomenal growth in audience. 


BASIC AFFILIATE: Columbia Broadcasting System 
Represented Nationally by The Katz Agency 

MARCH 1947 


^s//e S&mewetm ^/trw/// €ff^t < m///#AwA, 

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Pioneer public performance society in America, ASCAP is dedicated to the principle of 
justice for America's musically creative men and women. An unincorporated association, 
the Society's membership is a cross section of the American way of life. 

Through its fair and equitable program of licensing the commercial users of music, 
ASCAP easily makes available a growing repertoire which represents the finest in American 
popular, serious and religious music. 

By contracts with the representative performing right societies throughout the world, 
ASCAP provides its licensed clients with the foremost musical works of all nations. 

Today, the Society is proud to offer the commercial user of music, through it> licensing 
program, this comprehensive repertoire by the foremost authors and composers of America. 
\\ ithout an ASCAP, every organization or enterprise which uses music would be obliged to 
contact individual copyright owners to obtain permission to use their copyright works. That 
such a chaotic situation does not exist is due in part to the Society. \\ ith an ASC \I' license, 
the music thai mean- mosl to America is immediately available. 

The American Society of Composers, 
Authors and Publishers, * ./w/;/,/^ y/^ jit&. &> 


Hero worship is part of beins a teen-ager, so when Gordon MacRae makes a personal appearance in a Teentimer store, he's mobbed 

300,000 program 
sells $8,000,000 in teen-age dresses 

It all started in 1943 with a twoline 
ad in Women's Wear Daily, the 
garment industry's trade paper. 
The advertisement read, "For better 
mark-ups see Princess Junior." That was 
before Teen-timers' incorporation papers 

Eiad been filed. Prior to 1943 Jules Rubin- 
tein was a typical 7th Avenue dress 
nanufacturer selling a junior miss-size 
line to chain and department stores. He, 
like many another dress manufacturer, 
had dreams of owning a trade name that 
meant something to the public, instead 
of being at the mercy of every buyer who 
came into the market. He noted, with 
envy, the gradual growth of other dress 
manufacturers' trade names, developed 
through advertising in publications ad- 
dressed to the career and college girl. 
And he decided that since a revolt from 

MARCH 1947 

the rolled-up blue jeans and brother's 
shirt was certain to develop, he'd try ad- 
vertising a line of dresses, dresses with a 
feminine appeal, for the high school girl. 

He turned to Mademoiselle and Calling 
All Girls. Nothing happened. He tried 
local advertising copy in department 
store lay outs. A little happened. He 
tried more extensive Women's Wear trade 
advertising. A little more happened. All 
together the advertising produced enough 
business to justify the investment in the 
space but the Teentimers' trade name— 
the corporation, Teen-timers, Inc., was 
operating by this time and the trade- 
mark, Teentimers, had been registered — 
was just another label in another teen-age 
line of dresses. 

Rubinstein wasn't happy. He was 

making money, business was growing, 
the Sterling Advertising Agency was de- 
veloping copy themes that seemed to pull- 
but Teentimers was just as far from being 
a national consumer trade name as Prin- 
cess Junior had been before it. Something 
had to be done. Ralph Reubin, account 
executive of the agency, talked over the 
idea of using radio. It seemed that Art 
Ford of WNEW had a program called 
Teentimers' Canteen. It looked like a 
natural for selling the teen-age market. 
Two heads at the agency were put to- 
gether and a show was born. Naturally 
station WNEW was suggested for the 
program but Rubinstein wasn't inter- 
ested in a local show, nor was he inter- 
ested in anything but the number one 
network, NBC. 
That meant more money than Rubin- 





Typical window display first lets the teeners know that the "Teentimers' Club" is coming to town. Cut-out of 
Gordon MacRae between a couple of bobby-sox manikins, a mike, and a giant window card bring 'em in for tickets 

stun had ever thought of for advertising. It also meant 
yetting some assurance that Rubinstein would do the business 
required to justify the expenditure. And that in turn meant 
retail outlets which were able to order and sell real quantity. 
Rubinstein decided that he could sign up enough stores to 
pay off. On this basis the agency and Rubenstein went to 
NBC to sell them on permitting a program with local cut-ins 
by one franchised store in each city that had an NBC station. 
NBC didn't like the local retail cut'in idea, but Rubinstein 
was persistent and finally the program policy board accepted 
the show. 

Rubinstein actually went out and signed up stores himself. 
When the first program hit the air, August 25, 1945, on a 

( Publicity in the newspapers, mostly about the fashion show 
' that follows the broadcast, is a Teentimer promotional must 

—-- " fuTto Mc^e 

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63-station network, 36 stores had signed 
franchises and had local cut-ins. The 
program name, which had been planned 
to be Art Ford's Teentimers' Canteen, 
was changed to Teentimers' Show, Ford 
having decided to retain his title for his 
WNEVV program. Eileen Barton, young- 
ster who had just completed 26 weeks 
with Frank Sinatra, was the star, Art 
Ford the mc, Merita Helmis the show's 
teen-age-fashion commentator, and Jerry 
Jerome the baton-wielder. Saturday at 
10 a.m. was the time. Everyone con- 
nected with the program had his heart 
in his mouth when the Teentimers' Show 
hit the air for the first time. Would the 
program appeal to the bobby soxers? 
What assurance was there that any 
soxers were even listening at 10 a.m.? 
Of course surveys indicated that they 
were at home but were they listening 
this morning'.' Could dresses be sold over 
the air? These were just a few of the 
imponderables that beset the Rubinstein 
and Sterling agency families. The Inst 
flash that gave any indication that the 
program would sell came from Gimbels 
in New York. Five hundred young 
shoppers were crowding into the stOl 
buy the dress which Miss Helmis had 
described on the broadcast. Every dress 

was sold by 1:30 p.m.. three hours after 
the program signed off. Wires from re- 
tailers in Rochester, \. Y.. Williamsport 

O Next, full-page newspaper ads com- 
bine program and dress selling as 
Teentimers' Club broadcast date nears 



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and Lewistown, Pa., St. Cloud, Minn., and Foil W 
Ind., came through on the following Monday, indii itinj 
that what had happened in New York, where Art 

had a personal bobby sox following due to his WN1 \\ 
program, was being duplicated all ovei the nation in big 
and little towns. Everyoro tool a leep breath the 
program was in. 

The next problem was to sign up more franchises so thai 
each of the original 63 stations would have a local cut-in 
and a franchise dealer. That t<x)k time but there wasn't a 
week in which another store or two didn't sign a franchise. 
The result was that not only did Teen-timers, Inc., have 
local cut-ins in these towns but actually added stations to 
their network so that today the Teentimers' Club the name 
was changed from Show to Club because promotion was easier 
to handle as a club— has 98 stations and 98 stores with cut- 

The secret of Teen-timers' increasing success is that the 
program isn't expected to do the job alone. Rubinstein is 
promotion-minded. He knows that advertising— air or any 
other kind that isn't put to work just doesn't produce any- 
where near what it can. So the Teen-timers sales staff went 
to work to sell stores on setting up teen-age departments and 

■k« «p .he band. Teen,, and ,u„ l„ oi „,,.„ „«.„, cooU . d up for 
'■Tom wr, „„„ radio sholl . .. Tht 7l .,.„„ mcrs C|ub „ f rf 
•** M«R« and ,.„ Bro . n „.,,, hij ban * 

'" t ""' Sj ' Urd " M '"* N °" mb " "■+ « «"* *S. 

II also >cc , ,„„,, sm .„, Iasni0 „ sho , „, „, ost flmouj T „ m|mcr 

*£* «" '"- «* ""!, <„, yo k. U ,r« „ 

f c -MU r„n Sh„p. Second I loo, and be ,„,, ,o „l fo, ,he ,«r, 


B. Tcencimer OHripinal 
'n rose. £rc\ (if niJ1/r 
J?" ">»" »:■" pre.,. 
«»»y -Tpl-siie. C.JKS 

C. Tcenlimcr OHr.ginal 
in irn plaid spun ravon 
»'lh bncht red and sil. 


D. Teemimc 
nal striped 
rayon jumper in k 
blue, rus. or gold. « 

All in ma 8 .„ is 

SigeAllen . . . Teen Shop . . . Second Moor 

Sage-Allen Department Store used all the promotional plans to 
bring this mob to the broadcast at the giant Bushnell Auditorium 

making them promotional centers in the stores. Teen-age 
bulletin boards, club rooms, tune-picking contests ("guess 
the selections the star will sing on the next Teentimer broad- 
cast"), and "teen-agers only" shopping days, are just a few 
regular promotions which Rubinstein has suggested. To 
this is added the big "super-promotion," in which the pro- 
gram intact visits each store and broadcasts from each 
town under the sponsorship of the local franchise holder. 
The program is on the road about six months out of each year. 
Each store that arranges for a local broadcast undertakes a 
big-time promotion. It hires the biggest theater or audito- 
rium in town (in Hartford Sage-Allen rented the great Bush- 
nell Auditorium and filled it to overflowing — see above 
Advertising, air and newspaper, is contracted for and starts 
three weeks before the program reaches the town. Tickets 
are printed with the store name on them and have stubs on 
which each teen-ager writes her name and address (thus 
the store builds a solid mailing list). Most stores use the 


Department stores do not run promotions with an eye to 
long-term results. Each promotion is expected to pay off 
directly in sales at the time of the promotion. That's the 
reason for the extra supply of the dresses Rubinstein knows 
department store thinking and doesn't hope to change it 
overnight. Nevertheless in a number of cases he has had to 
try to convince store managements that the general upsurge 
of business in the store during the promotion must be traced 
in part at least to the visit of the Teentimers' Club broadcast 
and that they shouldn't insist on having the actual profits 
from immediate sales of Teentimer OHriginals pay the en- 
tire bill. 

The program now costs Teen-timers, Inc., $9,500 a week. 
The local cut-ins are paid for by each store. Recently it wa< 
franchise renewal time and the garment industry was laying 

The Teentimers' Club once-a-year visit is just 
one of the promotions used. An annual 
"design-and-name-it" contest helps sell too 

stubs for a "Wishing Star" drawing in 
which the prizes, all products that the 
kids want and which are for sale at the 
store, are valued at about $500. (Thus 
the "door prize" is a store promotion as 
well as a drawing card.) Tickets are dis- 
tributed only in the teen-age section of 
the store, creating store traffic that turns 
into actual sales too. Window and floor 
displays, billboards, and bulletins to all 
high schools, are used generously. The 
newspapers give the program's visit to 
the town plenty of news space, since 
stores are big advertisers and teen-agers 
good copy. 

Following the broadcast there's a 
fashion show of Teentimer fashions. 
Even the models for the fashion show 
are instruments for promotion. Each high school in the store's 
territory has a number of students who hope to be models 
and these compete among themselves so that there's one 
model in the fashion show from each secondary school. That 
means school-wide publicity in every school in each store's 
market. At the fashion show the stars of the program make 
personal appearances, sign photographs of themselves, and 
lend "big time" glamor to the occasion (the mob scene on 
page 27 is typical of the turn-out in a store for the stars' 
personal appearance). The local broadcasts really turn the 
network show into the store's show all year 'round. 

Nothing is taken for granted. The Teentimers' dub 
fashion authority, now Dale Dilworth, works with the store 
mi the fashion show, mc-ing it and thus bringing an air 
personalitv to the local fashion parade. The store is assured 
of three weeks' supply of Teentimer "OHriginals" which 
is what the Teen-timer. Inc., line is tagged these days — to 
enable the outlet to collect directly upon the promotion. 

bets that Rubinstein just wouldn't get renewals; excess profit 
taxes were off and the tightness of newsprint, which had 
previously restricted department store printed advertising, 
had begun to lift. They were wrong. The renewals rolled in 
Here and there a store like Gimbel Brothers in Philadelphia 
cropped up. Gimbel Brothers had decided that since the> 
had their own station, WIP, a Mutual Broadcasting System 
affiliate and stockholder, it didn't make sense to tie in to a 
show on a competing outlet ^KYW)— and a competing net- 
work at that. Rubinstein went to Philadelphia himself and 
went over matters with the buyers and merchandise manager. 
It developed that Gimbels were doing $300,000 a year in 
their teen-age department, of which $100,000 was T centime' 
OHriginals. Rubinstein guaranteed that they'd do $150,000 
in his OHriginals this year and as a clincher asked them to 
check to see just how much other teen-age business had been 
brought in by the program. They renewed. Only two 
have dropped their franchises Please turn to page 



MARCH 1947 


mummy lauuianuii 01 Huvernsmg oy uaiegories 


G. Barr & Co., 


Arthur Meyerhoff, 


Balm Barr lotion, 


The Shadow (MBS), Sun 5-5:30 pm, 
90 stations 

Briitol-Myers Co. 
New York 

Campana Sales Co., 
Batavia, III. 

Carter Products, Inc., 
New York 

Young & Rubicam, 
New York 


Duffy'-, Tavern (NBC), Wed 9-930 pm 

Tele-Varieties, WNBT, WPTZ, WRGB, 
8:15-830 pm 

Hanly, Hicks & 
Montgomery, Chicago 

Solitair make-up 

Solitair Time (NBC), Sun 11:45-12 n, 
20 stations 

Sullivan, Stauffer, 
ColwellA Bayles,N.Y 


Gabriel Heatter (MBS), MWF 9- 
9:15 pm 

Chesebrough Manu- 
facturing Co., N. Y.' 

New York 

Vaseline Hair Tonic 

Dr. Christian (CBS), Wed 8:30-855 


Peet Co., 
Jersey City, N. J. 

Conti Products Corp. 
New York 

Ted Bates, 
New York,- 

Sherman & Mar- 
quette, Chicago 

Halo Shampoo 

Bermingham, Castle- 
man & Pierce, N. Y. 

Mel Blanc Show (CBS), Tu 8:30- 

8:55 pm 
Kay Kyser's College (NBC), Wed 

10:30-11 pm, trailers 

Day in Life of Dennis Day (NBC), 

Wed 8-8:30 pm, trailers 


e shampoo 

Treasure Hour of Song (MBS), Th 
9:30-10 pm 

Live weather spots, WOK 

Spots, national campaign 

E.t. spots, chain breaks, 
sectional markets 

National 1-min e.t. car 

Daggett & Ramsdell, 
New York 

New York 

Toilet preparations 

Live 15-min music show, MTWTF 
315-3:30 pm, KCMO (Kansas City) 

Kay Daumit, 

Drezma, Inc., 
New York 

Lady Esther Sales Co. 

Hill Blackett, 

Lustre-Creme Shampoo 

Breakfast Club (ABC), MTWTF 9- 
9:15 am 

New York 

New York 



Live breaks, spots, several 

Screen Guild Players (CBS), Mon 10- 
10:30 pm 

F. W. Fitch Co., 
Des Moines 

L. W. Ramsey, 
Davenport, la. 


Fitch Bandwagon (NBC), Sun 7 30-8 

"42" Products, Ltd., 
Los Angeles 

Brisacher, Van Norden 
Los Angeles 

Hair oil, shampoo 

Hollywood Whispers (ABC), MTWTF 
2:25-2:30 pm, 17 Pacific stations 

Andrew Jergens Co., 

(& John H. Woodbury 
Co. div., Cincinnati) 

Robert Orr, 
New York 

Jergens Lotion,- 


Special Dry Skin 
Cream, Lanl 

Walter Winchell (ABC), Sun 9-9:1 5 pm 
New Louella Parsons Show (ABC), 

Sun 9:15-9:30 pm 

Make-Believe Ballroom, MWF 6- 

6:1 5 pm, WNEW(N. y.)TTS5:45-6 pm 

Live 30 min women's programs, 3 


Andy Lotshaw & Co., 

Arthur Meyerhoff, 

Gorjus Hair Dressing, 
Lotshaw Body Rub 

Live spots, local sports, 
2 stations 

Noxzema Chemical 
Co., Baltimore 

Sullivan, Stauffer, 

Colwell & Bayles, 

New York 

Noxzema Creams 

Mayor of the Town (CBS), Sat 8:30- 
8:55 pm 

Procter & Gamble Co. 

R. B. Semler, Inc., 
New Canaan, Conn. 

Shontex Co., 
Santa Monica 

Kastor, Farrell, Chesley 

& Clifford,- Compton,- 

New York 

Drene Shampoo 

Truth or Consequences (NBC), Sat 
8:30-9 pm, trailers 

Chain break e.t.'s, all mar- 
kets, rotated periodically 

Erwin, Wasey, 
New York 

Kreml Hair Tonic, 

New Adventures of Sherlock Holmes 

(ABC), Sat 8:30-9 pm 

Live 15-min news, music, quiz, sports 

shows, 4 stations 

Robert B. Raisbeck, 

Shampoo, hai 

Mystery Is My Hobby (NBC), Sat 9- 
9:30 pm pst, 26 Pacific stations 

Sterling Drug Co., 
New York 

Sample, New York 

Mulsified Cocoanut Oil 

Shampoo,- Double 


Mulsified Cocoanut Oil 


Double Danderine 


Stella Dallas (NBC), MTWTF 4.-15- 
4:30 pm 

Manhattan Merry-Go-Round (NBC), 

Sun 9-9:30 pm, trailers 
Bride and Groom (ABC), MTWTF 

2:30-3 pm 
Rise and Shine (MBS), TTh 7:15-7:30 

am pst, 41 Don Lee stations 
Young Widder Brown (NBC), ThF 

4:45-5 pm, trailers 
Zeke Manners, MTWTF 7:30-7:45 am 

Toni, Inc., 
St. Paul 

Foote, Cone and 
Belding, New York 

Home permanent 

Give and Take (CBS), Sat 2-2:30 pm 

William R. Warner 

& Co. (and Hudnut 

Sales Co. div.), 

New York 

(Hudnut Sales Co.) 

Roche, Williams & 
Cleary, New York 

Kenyon & Eckhardt 

Rayve Creme Shampoo, 

Richard Hudnut 


DuBarry cosmetics 

Sammy Kaye Sunday Serenade (ABC), 

Sun 1:30-1:55 pm 
Grand Marquee (NBC), Th 7:30-8 pm 
Rayve Presents Sheilah Graham (MBS), 
Sun 8:45-9 pm pst, 41 Don Lee stations 
Jean Sablon (CBS), Sat 7-15-7:30 pm 

Live, e.t., spots, 6 markets 

Wildroot Co., Inc., 

New York 

Cream oil, Wave set 

King Cole Trio Time (NBC), Sat 5.45- 

6 pm 

Dark Venture (ABC), Mon 9-9:30 

pm pst, 1 5 Pacific stations 

Sam Spade (CBS), Sun 8-8:30 pm 

Live news, sports, record shows in all 

major markets 

Live, e.t., spots, about 

250 stations,- 1 min e.t.'s, 

80 stations (KBS) 


In basketball a "well placed" 
ball raises tbe seore. In adver- 
tising a "well placed" ad inereases 

Naturally by "well plaeed" we 
mean your advertising plaeed 
with WSPD, the 5000 watt, NBC 
station which covers the rich 
Northwest Ohio-Southern Mich- 
igan area . . . home of over a 
million and a half listeners who, 
for over 25 years, have heeded 
the good advice of the Voice of 




r **&0 f 


MARCH 1947 





All business is local. That's trite 
but true. A national advertiser's 
products may be distributed 
from coast to coast but they're sold on 
Main Street. 

The broadcast adverstiser is prone to 
forget at times that all radio is local too. 
Unlike magazines, which are printed and 
mailed from one focal (and usually 
distant) point, air advertising comes into 
the home from a station that's right 
around the corner from the average 
listener. Like a newspaper with its wire 
services and syndicated features each 
station gets many of its top-ranking 
attractions from the networks. The 
chains are to broadcasting what the wire 
services and syndicates are to the news 

Because of the networks it's possible to 
do a national advertising job through 
hundreds of local stations without sepa- 
rate arrangements with each of them. 
Day by day, however, the question of how 
best to localize that national selling appeal 
faces advertising managers. There are a 
number of accepted ways of tying in local 
dealers to the national program. Point- 
of-sale displays, local newspaper adver- 
tising, local promotion by dealers, and 
traveling the national show from town to 
town are just a few of the time-tested 
devices of dissolving the thousands of 
miles that often separate the listener from 
the actual source of the program. 

There is another device, one which re- 
moves all the milage between the pro- 
gram and the customer. That's the local 
cut-in, the device which permits a local 
announcer to follow the national program 
(or cut into the middle of it) with the 
information, for instance, that "your 
local Clipper Craft dealer is Burns 
Brothers, Houston's noted men's haber- 
dasher. . ." 

Tied together with the local cut-in is 
the regional cut-in which permits com- 
mercials to be tailored to the weather and 


the buying habits of the locale where the 
program is heard. The regional cut-in 
also permits a manufacturer to lay special 
selling emphasis on a product that may 
not be moving so well in one area as it is 
throughout the rest of the nation. It also 
permits of small-area test campaigns 
without disturbing of the over-all selling 
campaign; and of commercials which are 
adjusted to situations where the same 
product is known by different trade 
names in different sections of the country 
(Quaker Oats | Mother's Oats] and Seal- 
test ice cream and milk are two examples 
of this). In short, cut-ins permit net- 
work radio to have the flexibility of news- 
papers. The biggest users of air-time 
constantly employ regional cut-ins to do 
their sectional selling jobs. Typical 
regional users are General Mills, Libby, 
Kellogg, but practically all the regulars 

have used cut-ins at sometime or other. 

There are no objections at the net- 
works to regional cut-ins. There's a 
charge made in addition to the $14.50 
announcer's fee set by the actors' union 
( AFRA). It isn't a factor that makes any 
demands upon the budget. 

The real cut-in problem is the local 
retail outlet identification. NBC permits 
one client — Teen-timers, Inc. (see page 27) 
— to have "franchised dealers" cut into 
his program. But affiliated stations of the 
network claim that such cut-ins encroach 
upon the stations' local business. NBC's 
policy, therefore, is to refuse to permit 
them, so that when even another division 
of RCA, RCA- Victor, wished to have local 
dealers tie into the middle of Music 
America Loves Best, the network refused 
permission. Actual case history of the 
(Please turn to page 48) 

"Mr. Moffat just can't get that 'Exploring the Unknown' 
radio program off his mind." 


Selling millions of cases of canned 
foods a year calls for the kind of 
mass selling that has made Libbv- 
McNeill & Libby one of the world's 
leading canning companies. 

Back in 1929, Libby-McNeill & 
Libby first used the facilities of the 
American Broadcasting Company 
to mass sell by radio to the families 
of America. 

Today, Libby's "My True Story" 
— a complete 25-minute radio drama 
each weekday morning, Monday 

MARCH 1947 

through Friday — is heard on 200 
ABCstations. On this highly popular 
dramatic show, Libby's 100 Famous 
Foods are advertised in millions of 
radio homes... and, as a consequence, 
move faster offgrocers' shelves. Proof 
of the effectiveness of ABC as a food 
advertising medium is the fact that 
the Libby people will soon start their 

fourth year of sponsoring "My True 
Story" to keep Libby products mov- 
ing for grocers all over America. 

So, if you, too, are interested in 
mass sales, why not follow the lead 
of America's outstanding advertisers 
like Libby-McNeill & Libby— ship 
your product to the nation's market 
via ABC? 

American Broadcasting Company 



3EL ^Id ^El 1^ 

i Circle 



















St. Louis 

1,460,347 people 

will tell you 


Radio Station KXOK, St. Louis, Monday 

through Friday, 12:30 12:45 p.m. est 
PROGRAM.- Airing a food-product spon- 
sored program in a different store each 
day is a production headache that only a 
wire- recorder relieves since only then can 
the recording be edited before it is aired. 
Bob Hille, mc, is easy with the questions 
and follows the Take It Or Leave It for- 
mula of giving the contestants a lift on 
the answers when it appears that t he- 
lift will help the program or ease a tense 
situation. Fifteen-minute quiz sessions 
are tough to handle since the program 
seems about getting started when it signs 

Listeners send in the questions for an 
award. They receive a covered cake tray 
if their questions are used, and the best 
question of the week receives a bonus 
in the form of a 12-pound "tenderated" 
smoked ham. Women appearing on the 
program get a five-dollar bill for answer- 
ing the questions correctly; everyone, 
right or wrong, receives a pound of Forbes 
Culture-Ripened Coffee. Hille is not 
over-glib and the program is well pro- 
duced. Something is still required to give 
it character if it is to collect 100 per cent 
on a formula that should be sure-fire. 
Questions and answers are not quite 

COMMERCIAL: John Ccrrigan handles 
the selling of Forbes Culture-Ripened 
Coffee without obnoxious pushing. Hille 
also gets a good share of product plugs in 
while handling the quiz so it isn't nec- 
essary for the commercial spieler to 
peddle too loudly. A "scientific-aging" 
appeal is different and a "seven-day test" 
is good. The fact that the local grocer 
in whose store the quiz is taking place 
handles one question on the air gives the 
program a local commercial angle that is 
hard to beat. If anything can sell coffee 
this routine should. 

TIME: At 12:30 p.m. it should catch a 
food-conscious audience. Its competition 
is Young Dr. Malone (KJviOX), Easy 
Aces (KSD), Jackie Hill (KWK), music 
on WTMV. sports on KXLW, disks on 
\\ IL. and a hillbilly airing on WEW. 
That's not the easiest daytime line-up 
to buck but during its Inst three months 
October through December it rated 2.4 
in the St. Louis Cit) Hoopei loi the pe- 
riod. Helping it is a Rush Hughes disk 
spinning session that precedes it. Hughes 

having a solid St. Louis following. 

PROMOTION: The Star-Times trucks 
have carried posters featuring the Quiz. 
Newspaper space has been used and each 
grocery store naturally goes to town 
playing up actual program recording time. 
Once the program has covered all the 
stores it will have a local appeal im- 
possible to obtain in any other way. And 
there's nothing better to build up dis- 
tribution of a product than recording the 
show actually in a store and using the 
grocer or store manager on the program. 
Using him as a one-question quiz-m; 
is better than just introducing him, and 
doesn't waste entertainment time. 
CREDITS: Doing a remote like this in a re- 
tail store during business hours is no small 
job. Credit Elmer Muschany, the pro- 
ducer, for handling a tough job well. The 
writer also deserves a bow. for the ques- 
tions are so worded as to belong in a 
food-store quiz and they're not gush v. 
Bob Hille and John Corrigan are ade- 

Radio Station WKY. Oklahoma 
Monday-Wednesday- Friday. 10 p. mi 

PROGRAM: A singer with just the back- 
ing of a piano or an organ has to be good 
to carry a show. Ex-G.I. Tommy Allen 
is, and that goes whether he's singing 
/ Love You /or Sentimental Reasons or 
Guilty. He takes it easy, avoids tricky 
phrasing, and nevertheless comes through 
the speaker as a real person. Allen is star 
of this session sponsored by the Okla- 
homa Gas and Electric Company. He 
was originally scheduled for a 13-v 
run and has been with the program now 
for 39 weeks. He came to WKY on loan 
from Return Home Auditions, the NBC 
gift to G.I.'s. The nostalgic touch on the 
program is usually handled by the pian- 
ist, Bob Duane, who is tops on fing« 
the ivories. Some of his solos are over- 
arranged but they're enjoyable in spite 
of that, and many listeners are imprt 
by fancy runs, over-emphasized i 
cendos, and counter-melodj fingeriri 
COMMERCIAL: Ro) Kerns handles 
the selling assignment without punching. 
The wordage isn't startling. OG&E using 
typical gas and electric public utility 
copj The Show of Promise title is used 
for a springboard at the closing commer- 
cial which credits (X"ic\E with creating 
"a comfortable today and a promis 



TIME: Competition is not too stiff at 
10 p.m. est and even if it were Tommy 
Allen has enough in his voice to hold his 

PROMOTION: Tommy Allen was the 
first NBC "farm-out" performer and the 
red carpet was rolled out when he first 
came to WKY. The Caylord (he owns 
the station 1 ) newspaper, although not 
going all out for radio, generally did give 
Allen a good press and the young crowd 
traded in their Sinatra Fan Clubs and let 
Tommy Allen send them. One ex-Sinatra 
Club president expressed it this way, 
"Tommy's specifical. When he gives with 
those fancy flirts, he racks us, sacks us, 
and carries us away." 
CREDITS: Allen deserves a special nod for 
his handling of the song introductions. 
He does them straight and swell. 


Radio Station WHEC, Rochester, N. Y., 
Monday through Friday, 6:30-6:45 p.m. est 
PROGRAM: The formula crowds more 
information into its 15 minutes than the 
usual news program could handle in a 
half hour. It's well written, airing no 
canned copy. It covers the national front 
in such a way as to keep its listeners 
abreast of the world, but its emphasis 
is on Rochester, and what affects the 
camera town. It divides its news han- 
dling into four "columns." Column one 
presents the headlines and a word or two 
of brief explanation. Column two covers 
the local scene (with an assist from the 
Democrat & Chronicle, leading local news- 
paper). In this section names and ad- 
dresses are used and the listener gets the 
feeling that every person mentioned is 
living around the corner. Column three 
is Washington Predicts, nicely handled 
with a two-voice routine. One states 
the prediction and the other questions 
the facts and authority for each state- 
ment. The device creates a feeling of 
"inside information" despite the fact 
that most of the items are current news. 
Column four is devoted to the Citizen of 
the Day, a profile of a resident of Roches- 
ter who is deserving of a deep bow. The 
bows are usually not for broad accom- 
plishment but for plain humanity. The 
broadcast caught paid tribute to a school 
teacher who on her own time taught a 
hospitalized youngster so that he could 
graduate with his class. It made Doris 
Walsh, the teacher in question, seem, as 
no doubt she is, a grand person. No 
orchids, no presents, no razzle-dazzle, 
just an honest news report of a woman 
who had gone beyond the call of duty. 
Final bit welcomes newcomers to Roch- 
ester, by name and address. 

Everything on the program is person- 
alized, is addressed to the men and women 
who reside and earn their living in Roch- 
ester. It's local without being corny or 
(Please turn to page 39) 

BMI %t-«fSA^ 

Hit Tunes for March 

(On Records) 



Dick Haymes-Dec. 23731 . Desi Arnai-Vic. 20-2052 .Hal Derwin-Cap. 336 

Herb Ke™ Lloyd Sloop-Tempo «4 . Hal Winters-Jose Morand-Apollo 1034 

Don Alfredo— Pan-Amer. 076 . Larry Douglas— Sig. 1508b 



Les Brown-Col. 37086 . King Cole Trio-Cap. 304 . Romo Vincenl-Dec. 23749 
Sunny Skylar— Mercury 5004 



Tex Beneke-Vic. 20-1914 . Pied Pipers-Cap. 279 
Three Suns— Maj. 7180 . Gene Krupa— Col. 37078 



I^FiS^D^^^O- a^te^?M^J-,Co..T,j^P. 
Art KassVl -Vogue 781 . Fran Warren-Cosmo ,51 4. Bown Dots-Manor 1 


Skip Strahl— Emerald 106 


Ha, Win.ers-.ose Mor.nd-ApoUo 1034 ^Xie^T 3 °° S 


Tex Beneke-Vic. 20-2123 (Campbell Porg.e) 



Freddy Martin— Vic. 20-2026 . Guy Lombardo— Dec. 23782 
KayKyser— Col. 37214 . Gorden Trio— Sonora 3032 
Two Ton Baker-Mercury 5016 .Dick P« te '?° n - E > n ,' ( f ,p,,se 
Julie Conway — Sig. 1 5086 





Jan August-Diamond 2009 . Herbie F.elds-V.c. «0-*1 38 
Skitch Henderson-Cap. 351 . Nicholas Matthey-Dec 25045 
Frank Knight— Standard 5010 .Jose Morand— Dec. 50005 





Brown frimes 3 £ harioteers _ Co | 3724 o . Bill Osborne-Cont.* 


Eddy Howard— Mai. 7192 . Two Ton Baker— Mercury 3047 


Vaughn Monroe-Vic. 20-2095 . Frankie Carle-Co'. 37222 


Guy Lombardo— Decca 23782 . Jack McLean— Coast 8003 

YES, YES, HONEY «*. .,.-> 

Stardusters— Swan 8002 . Gene Krupa— Col. 

Danny Ryan— Diamond 2062 

*Soon to be released 


580 FIFTH AVENUE . NEW YORK 19, N. Y. ■ 

MARCH 1947 


It's all in the record... 

broadcast advertising PAYS 

Whether it's apples or automobiles, dentifrices 

or department stores, fountain pens, coal, bath salts. 

vacuum cleaners, banks, coffee — or what have you — 

the broadcast advertising record is clear. 

Rightly understood, and rightly applied, BROADC \M 

ADVERTISING PAYS. Hundreds of factual reports 

reveal the amazing results. Ask your advertising agency, any 

station representative, station, network, or SPONSOR. They'll 

show you the record as it applies to your business. 

from the record EVERSHARP: DEALER INCREASE FROM 400 TO 30.000 IN 6 YEARS 
from the record LEE HATS: 6TH TO 1ST IN HAT SALES IN 1946 WITH 15- Ml NUTE SHOW 

sl'(i\soK IM Ml K \ I |(>\s |\( \!\\ V)KK 19, V 1 . 

for hit vers of broadcast advert is 


(Continued from page 37) 

general storeish. Check this as one of the 
best news programs of its kind that can 
be heard throughout the nation. 
COMMERCIAL: Although the average 
savings bank on the air handles its com- 
mercials on an institutional basis, the 
Rochester Savings Bank does a direct 
selling job, with no apologies. In its 
(opening advertising copy it sells "buying 
[your home through the bank's real estate 
department." In the closing it sells "low- 
cost savings bank money orders for pay- 
ing your bills." The copy is written by 
the bank's advertising department and 
edited by the show's producer. 
TIME: The program is on station time 
and the competition isn't too strong: 
Philco Supper Club on WSAY and Even' 
tide on WHAM. The audience delivered 
to the program comes from the Gulf 

t Sports News right ahead of it. 
PROMOTION: Car cards, direct mail, 

[news in employee publications in plants, 
ts well as spot announcements have been 
used to "sell" the program. Publicity 
has also appeared in a promotional col- 

lumn in the one local weekly newspaper. 
[The usual advertising done by the station 
in Rochester dailies has been impossible 
since November 8 as the letter have been 
3n strike since then. 

CREDITS: Roger Goodrich and Warren 
Doremus handle the newscasting and re- 
spect what they're doing. They're real 
lir newsmen with their roots in Roch- 
ester. William J. Adams, program man- 
ager of the station, created the program 
dea and writes and directs the show, 
which is a man-size daily job. 


WCBS-TV, New York, Sunday, 8:30-9 

p.m. est 
3 ROGRAM: Next to sports the tele- 
vision quiz has the greatest viewing audi- 
ence. This is especially true when the 
quiz is conceived so that the home audi- 
ence, through the use of the telephone, 
, is made part of the show. Parry Line is 
:hat kind of a show and with John Reed 
King at the helm it usually bounces along. 
King has been ill for a while and CBS's 
3il Faites has been handling the mc as- 
signment. With Faites it's a different 
show, the quiz questions being the attrac- 
:ion rather than the gag commentary 
:hat King purveys. All the questions are 
visual and most of them fun. Faites was 
even able to bring in a news slant on the 
show. A typical news bit was asking 
viewers to identify breeds of dogs that 
were going to be entered in the West- 
ninster Kennels show. Thus the dog 
show was publicized and a feeling of im- 
mediacy brought to the scanning. 
COMMERCIAL: Bristol-Myers spon- 
sors Parry Line for Vitalis and Ipana. 
Straight "billboard" copy was used in 

MARCH 1947 

the commercial film scanned. It was 
nicely handled under the direction of 
Jose Di Donato, Blaney Harris, and John 
Mullen. Films for Industry shot the 
film for the agency, Doherty, Clifford 
and Shen field, Inc. 

TIME: The program's big competition 
in radio is the Fred Allen show which of 
course has a tremendous following. On 
WNBT, the NBC TV station, the show 
at this time varies but on occasion it has 
very fine dramatic scannings which at- 
tract many set-owners. Despite this a 
recent survey indicates that the quiz 
audience will view ask-me shows no 
matter what the competition and no 

doubt Bristol-Myers depends upon this 
in scheduling Parry Line. 
PROMOTION: Very little at this time. 
CREDITS: This is a CBS package and has 
the usual smooth camera work which is 
the result of the crew's knowing what's 
expected of them and what to do about it. 


WNBT, New York, NBC-TV, Sunday, 

8-8:20 p.m. est 
PROGRAM: Having sponsored Face to 
Face for some time, Standard Brands ; 
Inc., has now replaced it with dance in- 
struction on the air, via the Fred Astaire 
(Please turn to page 40) 

I heard it 



The by -word that's the Buy -word in KANSAS 

They're a clannish bunch — our farm and 

small town listeners in Kansas and adjoining 

slates — quick to pass on ideas, information and 

suggestions that are to their mutual benefit 

and interest. 

That's the secret of the long-continued impact 

of your sales message over WIBW. 

"I heard it over WIBW" is the by-word that 
carries countless products from friend to friend 
and neighbor to neighbor . . . the by-word 
that's an endorsement of a product's value 
and dependability. Dealers know it as a buy- 
word as customers insist on specific brands. 

YOU hear its echo in gratifying sales records 
when you use WIBW. 

Serving the 

First Families of Agriculture 






\s the crew flit's. Western Michigan isn't a very great distance 
from Chicago and Detroit. 

Hut unlike the crow, a broadcast can't slip through the wall 
of Jading that isolates Western Michigan from outside-the- 
wall stations. 

The only waj to reach this hifi market is to use stations 
behind the wall. V CBS combination \\ KZO for Kalamazoo 
and WJKK for Grand Rapids gives you complete coverage in 
Western Michigan with a larger Share of Audience, morning, 
afternoon and night, than any NBC, ABC or MBS outlets 
inside or outside this area ! We would be glad to send you all 
the facts, or just ask \\er\ -Knodel. Inc. 

Jewtraw did it al Lake Placid in /'':'..' 



Both owned and operated by Fetzer Broadcasting Company 
Avery-Knodel, Inc., Exclusive National Representatives 


Continued from page 19 
Dance Studio's system. If the Eddie 
Dunn-Bob Dunn face-to-face ing was 
static, this is a viewer chaser de luxe. 

I he program is supposed to take place 
at a dance party, with Fred Astaire 
teachers present to show the tyro danc- 
ers what the light fantastic is all about. 
The very nature of the program requires 
that the cameras pan around until the 
producer thinks he's found a good shot 
then he calls it. In practice, that doesn't 
work out. The teachers, Ed Simms (who 
also mc'sj and Chris Bye, may be grand 
on the ballroom floor, but they're not 
entertaining before the cameras. 
COMMERCIAL: Dick Dudley handles 
the selling, which is devoted to Chase and 
Sanborn Instant Coffee. He's easy and 
telegenic and Gloria Hope who as 
isn't bad when she isn't pushing. 
TIME: YVCBS-TV usually has a feature 
film on at this time. If it's a bad film 

it starts at 7:15) viewers may shift to 
Dancing on Air, but it's doubtful. Radio 
has Charlie McCarthy and Bergen in 
competition on NBC, Sam Spade is on 
CBS, and the Detroit Symphony is on 
ABC. something for everybody. 
PROMOTION: Standard Brands hasn't 
started promoting anything on TV yet. 
CREDITS: Ernest Colling of NBC w 
with Stan Quinn of J. Walter Thompson 
on the production to no avail. W 
is Ed Rice. His copy is pretty deadly. 


(Continued from page 25) 
value. Not only that, but there is a 
feeling, to my way of thinking, of "cheap- 
ening" the sponsor's commercial, and the 
dignity of his product, by giving mention- 
to many other trade name products. 

As a station representative, I should 
say that there is a strong possibility of 
these multiple-mentions conflicting with 
the spot broadcasting campaigns of com- 
petitive sponsors. A sponsor and a time- 
buyer might well think twice before 
placing spots before or after a program in 
which the competition gets a big pi 

There is also a nuisance factor, which 
reflects on the sponsor. Many of the 
give-;iua\s on the contestant-jackpot 
type of show are scarce appliances 
tures, or products. Handing over a new 
washing machine or refrigerator to a 
testant while the nation listens is s 
tiling that is going to make a lot of house- 
wives sizzle. 

It might be better for a sponsor to si 
to give-aways such .is mone\ prizes, trips, 
or U. S. Savings Bonds rather than the 
hard-to-get brand-name products. 

Hines Hatchett 


John E. Pearson Co. 



a SPONSOR monthly tabulation 

Contests and Offers 


Product Program 




Outlet j 


Dhm Birthdaj 
products Party 

2-2 15 pm 

2 theater tickets 

Listener whose bnthil.n falls on ia\ of pro- 
gram and w hi wri i tain 

Ft. Worth 


\n... in ; 

Romance nl 
Helen Trent 

12:30 12:45 pm 

Rpproducl f necklace worn by 

Jennifer Jones in "Duel in the Sim" 

Send 25c and Kolynos label to program, Mew 

CO. DIV ) 


4:30-5 pm 


Balm Barr 

Lot ion 

The Shadow 


5-5:30 pm 

Purse-size jar Balm Barr Lotion 

Send Hie to sponsor, Chii a [0 



( larey Salt 

The Shadow 

5 5:30 pm 

(1) $100 gold wrist watch each for man 
& woman; (2) Farm record book 

\\ mi. letter-entrj up to 100 words on new 
uses ol fan, Sah to ponsoi at stations; (2) free 
from dealers, or for 10c r rom sponsor 



Milk; Friskies 

Lone Journey 

2:30-3 pm 

Dog tag stamped with owner's address 
or phone 

Send 10c and Friskies packagi trade-mark to 
Friskies, Seattle 



Vaseline Hair 

Dr Christian 


v 30 8:55 pm 

$2,000, winning script; $150-$300, 
others chosen 

Write program, New York, for rules; submit 
script for program 



Shave Cream 

Can You 
Top This? 

Sal nnl.'n 
9:30-10 pm 

$25 cash 

Ji ! i int In program and used win S10 Sender 
receives $5 each time joke is not topped 



( lastile Snap 
& Shampoo 

Hour of Song 

9:30-10 pm 

3 days in New York for two as spon- 
sor's guests 

Name the 2 selections played, popular andclass 
leal; tell in 50 words or less whv they're favorites 



\\ ler Bread; 

Hostess Cake 

Grand slam 

11 30 11:45 am 

Miscellaneous merchandise prizes. 
Chance at $100 savings bond bonus 

Send 5 questions about music to program. New 




and others) 

Portia Faces 

5:15-5:30 pm 

Silverplated knife and fork 

Semi 75c and Grape- Nuts Wheat-Meal boxtop 
to product, Wallingford, Conn. 




Cake Flour 

Hymns of All 

10:25-10-45 am 

14-piece cake set 

Send $1 and 1 Softasilk boxtop to Softasilk, 



Lone Ranger 

7:30-8 pm 

4 pocket-size Disney comic books 

Send 10c and Cheenos boxtop to Donald Duck, 



Time on M 

7 30 7:45 pm 

$37 50 Gift Certificate 

Send to station up to 50 words on favorite 
composer, giving reasons 






S:30-9:30 pm 

10 scholarships for Tanglewood 

Write sponsor, Boston, for details. Applicant 
must be IS years old; technically proficient on 
instrument, eomp sition, singing, conducting 




Music Time 

1-1:15 pm 

First prize, wrist watch; next two, 
Cinderella washing machine, bath- 
scales;next 1000 book,"SiIver Leopard" 

Time scene enacted on program; send time and 

up to 25 words on "What I Expect of a Watch" 

to sponsor, New York 



Tomato Paste 

Easy Does It 

11:30-11:45 am 

"Surprise award" of household devices 
(electric irons, etc.); $5 cash 

Send suggestions for lightening household tasks 
to program, MBS, New York, with 1 lahel 




What's Doin', 

2-2:25 pm 

Gas range to "outstanding mother of 
week." Gift to winning letter writer 

Write letter-entry about outstanding mother 
to mc 



Club tobacco 

Fishing & 
Hunting Club 

10-10:30 pm 

Several fine pieces of hard-to-get hunt- 
ing and fishing equipment 

Send unusual story, tip. or question to program. 
Gift for each item used 




Evelyn Winters 

10:30-10:45 am 

Victory sword earrings 

B from Blu-White boxtop 




Dr I. Q. 

10:30-11 pm 

Sums up to $250 cash plus bonuses 

Send program 6 ves-or-no questions; 9 clues to 
famous personality. Judge selects winners 






Quiz Kids 

4-4:30 pm 

(1) Zenith portable radio; Zenith con- 

sole radio-phonograph; (2) 1502 cash 

prizes totaling $K>50 

(1) Question sent to program wins portable if 
used; if Quiz Kids are stumped, radio-phono- 
graph; (2) 3 distinguished educators judge let- 
ters from grade and high school pupils on 
"The Teacher Who Has Helped Me Most" 



Ions, pencils 


10:30-11 pm 

(1) Parker "51" set; (2) "51" Magic 
Wand desk set; (3) $500 bond 

Send 3-part question for use on show to pro- 
gram, CBS, New York 



( Irisco 

Cedric . dams 
Noontime News 

12:30-12:45 pm 

Coo book, "Recipes for Good Eating" 

Send 10c and Crisco lahel to Cedric Adams. 



Aunt Jemima 

Ladies Be 


3-3:15 pm 

Electrical household appliances 

Send question to program. Judge selects winner 



Ron son 



8-8:30 pm 

Lighter to sender of subject used. Two 

table lighters if studio contestants are 

stumped. Grand prize, table lighter 

with silver plated cigarette chest 

Send to program s bject about which 20 ques- 
tions may he sked. Wins premium if used 




Present from 

3:30-3:45 pm 

(1) $500 bond, (2) electric stove, (3) 
radio-phonograph, (4) Easter outfit 

Complete in up to 25 words, "I like Boscul Tea 

because" and send with Boscul Tea boxtop to 

sponsor, most interesting statement wins 





Magic of 

8:30-9 pm 

5 electrical appliances 

Names selected from those sending station 
answer to "Why I would like to own a particular 
radio or electrical appliance" are telephoned 
and awarded prize if they identify program 

Los Angeles 




11-11:30 am 

First prize twelve Teentimer dresses 

(one for each month of year); nine 

prizes, one dress each 

Look at week's Teentimer styles in local shop, 
end sponsor letter up to 75 words on style NBC 
favored and why 




2-5 pm 

Album of operatic records to listeners 
whose questions are used on program 

Send questions on opera to Opera Forum Quiz, 

c/o sponsor, New York ABC 



Dorothy Dix 

12:45-1 pm 

Cash prizes $150, $50, $25; 22 at $5 & 

Supply last line of limerick: judges pick winners 





5:30-5:45 pm 

Secret Squadron Handbook; plastic 
whistle with code dial 

Send Ovaltine label to program, Chicag i 




Old Corral 

7:15-7:30 am 

$100 bond each month 

Write letter on "Why Should a Veteran Keep 
is National Service Life Insurance" 

Rapid City 


j - 

Shavmp cream; 
Leetric Shave 

William L. 

5:45-^ pm 

Month's free supply of Leetric Shave 

Writ, sponsor, local station 



Oh Henry 


4:30-5 pm 

$100 reward from "True Detective 
Mysteries" Magazine 

Notify FBI and Magazine of information lead- 
ing to arrest of criminal named on broadcast 



I of near Muncie, Indiana 

1 H N ACKER and family have an 80-acre farm in Delaware 

County, Indiana. They have owned this place for 20 years and 

have well over S 3,000 invested in machinery. Using a piece of 

nearby land with their own 80, the Ackers had 50 acres in oats 

and 42 in corn last season. They raised 100 hogs for market, 

along with 200 chickens, and they milk five dairy cows. 

Through alert, thrifty farming and marketing, they have 
established a very comfortable 5-room home with a completely 
modern kitchen — electric range and refrigerator, water soft- 
ener, fluorescent lighting, hand-made cabinets. A new forced 
air heating system adds to the comfort of the home. 

For 20 years, John Acker, his wife and son, Allen, 
have been WLS listeners and Prairie Farmer readers, ap- 
preciating the markets and weather especially, enjoying 
Mac and Bob, Dr. John W. Holland, Art Page and Dinner 
Bell, and all the WLS National Barn Dance favorites. 
More than once, John Acker, following the market re- 
ports daily, has made extra cash through getting top 
prices for his hogs. 

It is on this home and this family, and the homes 

and families like them throughout Midwest America, 

that the microphones of WLS have been focused for 

23 years. It is our intimate interest in their problems. 

the service and entertainment we give them, that 

have made them such loyal listeners to WLS . . . and 

upon loyal listeners depend advertising results. 

890 kilocycles, 50,000 watt,, American affiliate. Represented 
by John Blair ond Company. Affiliated in monagement with 
KOY, Phoenix, ond the ARIZONA NETWORK . . . KOY, 
Phoenix . . . KTUC, Tuoon . . . KSUN, Bisbee-Lowell-Oouglos 



signed and unsigned 

Adu&UUUuf A<fe*txuf, P&tixuuiel GUcutqeA. 




Sam M. Ballard 

Richard J. Barrett 
Herbert R. Bayle 

Don Benjamin 
A. C. Bernstein 
Chester T. Birch 

Reilly Bird 

Walter Blake 

Julian D. Bobbitt 
James J. Booth 
Arthur Brammer 
Joseph P. Braun 

William J. Breen Jr. 
Tommy Briggs 
Ernest Camp Jr. 
Frank Campbell 
Taylor S. Castell 
Richard P. Casterline 
Herbert Chason 
Martin C. Chavez 
A. Claire 
Terence Clyne 
Eugene J. Cogan 
John Cole 
David A. Collins 
C. W. Cook 
Douglas Crane 
Mary C. Crosby 

Craig Davidson 
Vernon Delston 
Gene W. Dennis 
Thomas P. Doughten 

James E. Duffield Jr. 
George Durham 

Franklyn W. Dyson 

George Enzlnger 
Chet A. Ettinger Jr. 
Holman Faust 
John S. Finn 
John J. Flanagan 

Mildred Fluent 
Ethel M. Fordsman 
H. F. Furber 
Fred Gardner 

James W. Gillis Jr. 
Mary Lou Gordon 
Leon Greenfield 
L. Grant Hamilton 

Ralph A. Hart 
Storrs Hayne8 
Albert S. Hecht 

George H. Hennessy 
Peter Hilton 
J. Paul Hoag 
Charles F. Hoffman 

Jack R. Holmes 
Allen Hubbard 
Joel F. Jacobs 

Frank J. Jacobson Jr. 
Ray C. Jenkins 

Ed Johnson 
James E. Jump 

Gardner, St. Louis, executive vp in charge Mon- 
santo Chemical Co. and New York Stock Ex- 
change accounts 
Newman, Lynde, Jacksonville, account executive 
Brooke, Smith, French & Dorrance, Detroit, 
media director 

General Artists Corp., Los Angeles, publicity staff 
Lennen & Mitchell, New York 

Mandel Bros., Chicago, associate advertising 

manager, art director 
Blaine-Thompson, New York, account executive 

on Warner Bros, pictures 
Foote, Cone & Belding, Chicago 
Army Air Forces 

BBD&O, Pittsburgh, account executive 
Kenyon & Eckhardt. New York 

Young & Rubicam, New York 

American Display Corp., New York 
Kenyon Research Corp., New York, vp 
Shaw Co., Los Angeles, production manager 
Herbert Chason, New York, head 

Free & Peters, New York, vp 

Ward Wheelock, New York, media director 

McCann-Erickson, New York 


Arel, Inc., St. Louis, advertising manager 

Ohio State Journal 

Compton, New York, vp 

Radio writer 

KMBC, Kansas City, special features director 

Lennen & Mitchell, New York, assistant account 

executive on P. Lorillard Co. account 
Fuller & Smith & Ross, Cleveland 

Roy S. Durstine, New York, account executive 

Buchanan, Chicago, vp, Chicago office head 

Mort Duff, Omaha, art director 

Navy; Mitchell-Faust, Chicago, radio director 

Walsh, Windsor, Ont. , spacebuyer, office manager 

McCann-Erickson, New York, publication media 

Robert F. Dennis, Los Angeles, account executive 

J. R. Kupsick, New York, media buyer 
Sportservice, Inc. 

McCann-Erickson, New York, account executive; 
merchandising, marketing specialist 

Ellis, Buffalo, account executive 

Lockwood-Shackelford, Los Angeles, copy chief 

Harry Feigenbaum, Philadelphia, art director 

Brooke, Smith, French & Dorrance, Detroit, ac- 
count executive 

Harry Feigenbaum, Philadelphia, radio director 

Compton, New York 

General Outdoor Advertising, New York, ad- 
ministrative executive 

BBD&O, New York, grocery store merchandiser 

Maxon, New York, vp 

Firth-Sterling Steel Co., McKeesport, Pa., ad- 
vertising manager 

Smith & Drum, Los Angeles 

Services Unlimited, Pasadena, account executive 

Doherty, Clifford & Shenfield, New York, account 

Marshall Field & Co., Chicago 

Business consultant specializing in advertising, 
radio merchandising, business promotion, 

Robert F. Dennis, Los Angeles, account executive 

Robert Heller, Cleveland, associate 

Gardner, New York, in charge eastern operations 

Llndstrom, Leach, New York, account executive 
Brooke, Smith, French & Dorrance, Detroit, vp 

Claire A. Wolff, New York, copy writer, account executive 

Makelim, Hollywood, radio production dept. 

Robert W. Orr, New York, vp. account executive for several 

Jergens products, Comic Weekly 
Dade B. Epstein, Chicago, vp 

McCann-Erickson, Los Angeles, account executive on 

Enterprise Productions 
Bennett-Advertising, High Point, N. C. 
Ralph H. Jones Co., New York, account executive 
MacLeod & Grove, Pittsburgh, account executive 
Kenyon & Eckhardt, New York, vp in charge time and 

Sherman & Marquette, New York, account executive 
E. W. Reynolds & Co., Toronto, radio director 
Tucker, Wayne & Co., Atlanta, executive capacity 
Arthur Davis Associates, New York, account executive 
Retailers' Advertising Service, New York (new), president 
Shaw Co., Los Angeles, account executive 
Cole & Chason, New York (new), partner 
Robert Otto & Associates, New York, media director 
J. J. Gibbons, Toronto, timebuyer 
Blow, New York, account executive 
Geyer, Newell & Ganger, New York, media director 
Cole & Chason, New York (new), partner 
Aetna. New York, account executive 
Ridgway, St. Louis, account executive 
Associated, Los Angeles, vp 
Bob Byers & Son, Columbus, advertising, sales promotion 

dept. manager 
Raymond R. Morgan, Hollywood, executive capacity 
Seymour Kameny Associates, New York, radio consultant 
R. J. Potts-Calkins & Holden. Kansas City, radio director 
Lennen & Mitchell, New York, radio dept. manager in 

addition to P. Lorillard account duties 
Foote, Cone & Belding. London . 

Dancer-Fitzgerald-Sample. New York, coordinator media, 

statistical research «„„_.. 

Moore & Hamm, New York, in charge Mason, Au & Magen- 

heimer account 
Roy S. Durstine, Chicago, vp 

Joe H. Langhammer, Omaha, account executive 
Mitchell-Faust, Chicago, radio director 
Walsh, Windsor, head, media, research depts. 
McCann-Erickson, New York, media director 

Abbott Kimball, Los Angeles, account executive 
Moore & Hamm, New York, media director 
Julius J. Rowen, New York, account executive 
Fred Gardner Co., New York (new), owner 

Ellis, New York, general manager 
Dunn-Fenwick, Los Angeles, account executive 
Hart & Greenfield, Philadelphia (new), partner 
Brooke, Smith, French & Dorrance, Detroit, vf- 

Hart & Greenfield, Philadelphia (new), partner 
Compton, New York, radio dept. manager 
Kuttner & Kuttner, Chicago, account executive 

Storecast Corp. of America, New York, vp 
Donahue & Coe, New York, vp, account executive 
Hoag & Provandie, Boston (new), partner 
James A. Stewart, Carnegie, Pa., account executive 

West-Marquis, Portland, Ore. (new office), manager 
Allied Advertising Agencies, Los Angeles, account executive 
Doherty, Clifford & Shenfield, New York, vp 

A. James Rouse, Chicago, account supervisor 
Erwin, Wasey, Minneapolis, executive director 


Rogers & Smith, Los Angeles (new office), general manager 
Market Research and Advertising. New York (new), partnet 

MARCH 1947 




Prank A. Kasala 

I i' I K.ishuk 

San) Kaufman 
I \. Kearney Kemp 

I'aul Langford 

Siot I Leonard 
S. <). l.ipsct 

George (). Logan 

Jack Loucks 

Sail] Lowe 

Roy Lundy 
I >mii Mack 
Robert Marks 

George McGarreti 

Mary McKenna 

Joseph Mi I aughlln 

Jack McNie 
K. E. Misscr 

Knssill Mitchcltrce 

Garth Montgomery 

Vernon L. Morelock 
Alexander 11. Mussman 

Thomas P. Murray 
W In Nance 
Russell I). Nelson 
John I . Nolan 

Mac I.. Olds 

Ramsey S. Oppenheim 

Leslie Orlons 
David Owen 

Nan I'endrell 
Mary Polcson 

Paul II. Provandie 
Stanley Pulver 

Robert Rockwell 
Sherwln R. Rodger* 

lr\ Rousner 
John W . Ross 

Lee-Muiron Rousseau 

Gary A. Rowland 

Mildred Sanders 
lewis ll. Scurlock Jr. 
Milton (;. Shaller 
George P. Shillnger 

Gil Simon 

Margaret A. Slanev 
Ned C. Smith 
Stanley C. Smith 
Philip Solomon 

Louis Sperling 

Karl Stephens 
Hob Stern 
John II. StilweU 
Brwin Swann 
Marvin Taub 

William Thorniley 

Kern Tips 

James C. Toedtman 

Clyde Vortman 
Norman Weiner 
L. Barton Wilson 

Robert C. Wilson 

Jay Win gate 
G. Bruce Woodln 
llarrv II. Wright 
Walter II. Wright 

Lew Kashuk. New York, account executive, head 

new business depi. 
Bo/ell ft Jacobs. M inncapolis. advert islng director 
Dancer- 1 it /gerald-Sample, Chicago, account ci- 

Danccr-lit/gerald-Sample, New Vork. media 


J. M. Mlth fie New Vork 
Diener & Dorskind. New Vork, account executive 

and production manager 

Federal. New Vork, media director 
Cromwell. New Vork 

Weber Showcase and Fixture Co.. Los Angeles. 

advertising manager 
Green neld-Llppman, Buflalo 
Young i\ Rubicam, New Vork, account executive 

Benton & Bowles. New Vork, In charge media 

Philadelphia Democratic City Committee, pub- 
licity director 

Raymond R. Morgan, Hollywood, general man- 
Lawrence Fertig. New Vork 
Geyer. Newell and Ganger. New Vork 

Anfenger. St. Louis, radio director 

Pan-American World Airways, New York, assist- 
ant advertising manager 

Waller B. Snow. Boston 

Welsh-Hollander, Los Angeles, account executive 

Melamed-IIohbs, Minneapolis, account executive 

Gruen Watch Co.. Cincinnati, public relations 

Harper Magee Co., Portland, Ore., advertising 

Western Advertising (publication), advertising 


Dancer-Fit/ger.ild-Samplc. Chicago, daytime 
radio general supervisor 

Chernow. New Vork, copy chief 

Mitchell-Faust, Chicago, assistant to radio 

Dancer-Fitzgerald-Sample, New York, timebuyer 


Cox & Tanz, Philadelphia, radio department 

Office of War Information, San FYancisco, do- 
mestic radio unit 

Charles Dallas Reach, Newark, N. J., In charge 
new business 

Lee-Stockman, New York, horticultural, agri- 
cultural div. head 

Mitchell-Faust, Chicago, vp In charge radio 

Curtis Publishing Co., Philadelphia 

D. II. Ahrend, New York 

Industrial Advertisers Service, Muskegon, Mich., 

K.FWB, Hollywood, promotion-publicity director 

Harry E. Foster Agencies, Toronto, spacebuyer 

Raymond Spector, New York, vp, copy chief 

Blaine-Thompson, New York 

Brooke, Smith . French & Dorrance, Detroit 

Brandt. Chicago 

W'LS, Chicago, continuity director 

Buchanan. New Vork. consultant 

Radio Receptor Co., New York, advertising 

Puget Sound Black Ball Ferry Lines 
KPRC, Houston, Texas, manager 
Ohio W'eslcyan University, journalism, publicity 

McCann-Erlckson, Detroit 

Colt's Patent Fire Arms Mfg. Co., Hartford. 

Conn., advertising manager 
Tblle Co., San Diego (formerly Allied Business 

Builders), account executive 
Dorland International-Pet t'lngell & Fenton. vp 
Hicks & Crcist. New Vork 
L. C. Pettier, partner 
J. M. Matlies. New Vork 

Frank A. Kasala. Hollywood (new), head 
Lew Kashuk & Son. New Vork. partner 

Bn/ill A Jacobs. Minneapolis, manager 
W. Karl Bothwell. New York 

Compton. New Vork, assistant media direct. >r 

Rogers & Smith. Chicago, West Coast radio director 

Tracy-Locke Go., Dallas 

Llpset Advertising. New Vork (new), owner 

G. M. Basford. New Vork. account executive 
Redbook Magazine, Nea York, advertising sabs start 
William II. Rankin. New Vork, account executive 
Carroll Dean Murphy, Chicago, account executive, public 

relations counsel 
Don Mack Advertising. Los Angeles (new), head 

Kills. Buffalo, account executive 

Foote. Cone A Belding. New Vork. handling radio opera- 
tions on lucky Strike account 

Benton & Bowles. New Vork. in charge all spot radio time- 
buying except Procter & Gamble 

Thomas LaBrum. Philadelphia 

Russell T. Kelley. Hamilton. Out .. account execunw 
Robert F. Dennis. Los Angeles, executive vp. overseeing all 

media production 
Henry L, Davis. New Vork. vp in charge plans, copy 
Kenyan & Kckhardt. New Vork, commeicial writer in radio 

department, television assistant 
Anfenger. St. Louis, vp. director 
Wendell P. Colton, New Vork. account executive 

Huff & Henderson. Dallas, executive capacity 

Dan B, Miner. Los Angeles, account executive 

Larken Industrial xdvertislng, Minneapolis, account staff 

Keelor & Stiles. Cincinnati, account executive 

Adolph L. Bloch. Portland. Ore., account executive 

Short & Baum. vp, manager San Francisco office 

Lockwood-Shackelford. Hollywood, account executive 
Dancer-Fitzgerald-Sample, New York, Ma Perkins show 

Chernow. New Vork. executive vp 
Mitchell-Faust. Chicago, timebuyer 

Hoag & Provandie. Boston (new), partner 
Dancer-F'itzgerald-Sample. New Vork. media manager oo 

W hitehall Pharmacal Co. account 
T. Robley Louttit. Providence, account executive 
Harry J. Lazarus. Chicago, account executive, publicity 

Harry Feigenbaum, Philadelphia, radio director 
John W. Ross Advertising. San F'rancisco (new), head 

Market Research and Advertising. New Vork (new), partner 

Lee-Stockman, New York, vp 

Dancer- Fitzgerald-Sample. Chicago, copy writer 

Shaw -Le\ ally . Chicago, account executive 

I). 11. Ahrend. New Vork. account executive 

Behel & W'aldie & Briggs. Muskegon (new branch with 

which his agency merged), manager 
Jim Ward. Hollywood, manager 
Stewart-Lovick, Toronto, time, spacebuyer 
II. B. Humphrey. New Vork. account executive 
A. McKim. Winnipeg, account executive 
Blaine-Thompson, New Vork. account executive for Warner 

Bros, pictures 
Advertisers* Service, Pawtucket, R. I., radio production 

Boyse-Bradford, Saginaw . Mich., account executive 
Lon Kaufman. Hollywood, account executive 
Lloyd Larson, Chicago, vp 
Blow, New Vork. executive capacity 
Shaw Associates. New Vork. vp. new business 

J. Walter 'Thompson. Seattle, account.execut ive 
Franke-W ilkinson-Schiwetz & Tips, Inc.. Houston, partner 
D'Arcy, Cleveland 

Brooke, Smith. French & Dorrance. Detroit, media dept. 
Norman Advertising. Los Angeles (new), head 
Edward W. Robotham Co., Hartford, Conn. 

Tolle Co., San Diego, partner 

Justin Funkhouser. Baltimore, media director 
G. M. Basford. New Vork. account executive 
Justin Funkhouser. H.iltimore. radio director 
Moss. New Vork. account executive 

£pxi*U&i P&U&nal GUaAtf&i 

(Continued from Page in) 

Alicda \ an Wesep 
Harry C. Welch 

Russell il. Western 

Robert J. Wilcox 
Marie Wilson 

Lord & Taylor, New Vork, advertising, publicity 

Borden Co., New Vork. assistant advertising 

manager, grocery products division 
I i lis 1 Corp. New Vork, assistant advertising 


Charles of the Bit/.. New Vork. advertising pro- 
duction manager 

Lord & Taylor, New York, vp In charge advertising, display' 

Borden Co.. New Vork. advertising manager, grocer] prod- 
ucts division 

Ethyl C >n>.. New \ .irk. advertising manager 

Carnegie-Illinois steel C >rp.. acting advertising manager 
l niversal Laboratories, Inc. (Vivaudou, Kerkort and Delet" 
tre/. div.). Lung Island City. V V.. advertising manager 


(Continued from page 20) 

dropped also but only 14 points. Since 
the record commercial was apparently 
disliked less than the instrument selling, 
and since it seemed likely that the nega- 
tive result of the first commercial was 
making dialers approach the second with 
a chip on their shoulders, it was decided to 
switch commercials. The typical disk' 
selling minute now dips around 9 instead 
of 14 and the instrument commercial 
dips only 18 instead of 25. Just as the 
negative reaction to the instrument com- 
mercial hurt the record-advertising copy, 
just so does the positive reaction to the 
record copy help the instrument commer- 
cial now that the positions in the program 
[are reversed. 

Human interest introductions to musi- 

leal numbers have long been favored by 

[producers. A listener with a special 

story that has a heart-throb in it is made- 

[to-order for continuity writers. But, at 

| least as far as the interest of listeners to 

I Music America Loves Best is concerned, 

"hearts and flowers" lead-ins for songs 

drop interest right out the window, 

straight introductions to musical numbers 

rating 81.9, those with a razzle-dazzle 

'dropping to 74.9. 

Robert Merrill is the star of Music 
\America Loves Best. The program's 
audience enjoys his singing; but that 
[doesn't mean that they like everything he 
does. When Merrill sings a spiritual the 
Iprogram audience interest drops. That 
[happens every time he chants a south-of- 
|the-Mason-Dixon-line number. The au- 
Jience also likes most of the orchestra 
lumbers which are directed by Frank 
Black; but when Black waved the baton 
f or Buckle Down Winsocki, the listeners 
started out with high enjoyment but by 
the time the orchestra had finished buck- 
ing down the enjoyment was down too — 
110 points. It was not what they expected 
|rom Black. 

Schwerin stresses that all the research 
in the world won't improve programs, or 
bommercials. That depends upon the 
program producer, to whom all his re- 
ports are made. Schwerin's pre-testing of 
k program in the series, Adventures of 
\ 7 rank Merriwell, resulted in an increase 
|n listener interest of 10 per cent due to the 
'roducer's making changes in the show 
tefore it went on the air. However, the 
'roducer retained in the broadcast pres- 
entation a 60-yard drop kick which had 
>een rated very low by the pre-test 
judience. The air program dialer re- 
icted exactly as had the test audience and 
titerest in that drop kick was lower than 

in any of the rest of the program. They 
didn't believe that anyone could drop- 
kick 60 yards on or off the air. 

Although there are over 30 factors con- 
sidered by Schwerin in setting up a panel 
for any program, four of them are what 
actually determine the make-up of a 
program's audience. In the case of Music 
America Loves Best it was found that age, 
sex, and education were important factors. 
The fourth element was "listening habits" 
— the most constant factor appearing in 
program panels. 

It's important to uncover the basic 
groupings of a program's audience, for 

without that it would be impossible to 
establish a panel that would parallel the 
show's actual dialers; and without such 
a panel it would be impossible to uncover 
the appeal which wins its audience. 

Qualitative research has only pene- 
trated the surface of what it can accom- 
plish. What Schwerin has started to do 
for RCA-Victor, what the McCann- 
Erickson agency has done for Dr. Chris* 
tian (which will be the basis for a future 
sponsor report), is only an indication of 
what can be done for air advertising by 
thorough analysis of the reactions of the 
radio audience. 


MARVEL of the Twentieth Century . . . means 
for mass communication . . . disseminator of ed- 
ucation and entertainment . . . Radio broadcast- 
ing is a tribute to man's inventive genius. In little 
more than 25 years it has grown from novelty to 
necessity in our daily lives. 

Proud to have played a part in the phenomenal 
growth of the radio art, pioneer Station WGY, on 
the occasion of its Silver Anniversary (February 
20, 1947) looks back through the years with a deep 
sense of gratitude to those who have made its 
operation possible. 

Firm in the belief that there is an even greater 
tomorrow for broadcasting with the addition of 
Frequency Modulation and Television, General 
Electric Stations face the future with plans for 
further expansion and better service. 


50,000 Watts 
NBC Affiliate 


Schenectady, New York 

Represented Nationally By NBC Spot Sales 

4 ARCH 1947 




KWKW Los Vngeles 
WWDC Wash., I). C. 

WSBC Chicago 

*W0RL Boston 
**WJBK Detroil 

WMIN Minn.-St. Paul 

KXLW St. Louis 

WBNX Nu York 

WDAS Philadelphia 

WWSW Pittsburgh 

WHHM Memphis 

KONO San Antonio 

WLOW Norfolk. \ a. 

* except in New York ** except in Chicago 

IDi joe Offices 

New York • Chicago • Philadelphia 

Pittsburgh • Washington • Baltimore 

Los Angeles • San Francisco 

.. , . 1 ,. 

broan mm li,iinli\iii 

Tie-up with 21 newspapers by WPAT 

(Paterson, N. J.j is delivering first 
page stories for WPAT and developing 
public service programs representing 
all sections of North Jersey. Thedealhas 
the publications telling their readers that 
"groups wishing to employ radio to pro- 
mote a cause in the public interest will 
be allotted time on Radio Station WPAT 
by applying for it to this newspaper.'' 

Instructions for broadcast opera listening were 
the basis for a special series in the Metro- 
politan Opera News which received 
nationwide publicity. Delegating one 
member of a listening group to answer 
phone, door bells, etc., was suggestion 
number one. 

One million visitors for WWVA (Wheeling, 
W. Va.) Jamboree. Special celebrations 
were touched off when the one millionth 
ticket holder visited this folk music shin- 
dig. The lucky radio fan went home 
loaded with gifts. 

Buck Rogers landed a lot of promotion space 
in February via a fashion tie-up which 
had leading fashion creators working out 
their ideas of what the well-dressed man 
and woman will wear in the 25th Cen- 
tury. Costumes and drawings submitted 
by leading fashion experts, including 
Arpad, Tregere, Clare Potter, Ceil Chap- 
man, are the basis of a traveling fashion 
show which will be seen at all Mutual 
stations with exhibit facilities. Norman 
Bel Geddes was chairman of the judges' 

Wildroot uses comic ads with Sam Spade 
as the leading character. Instead of just 
using any character for its comic-strip 
promotion the hair tonic has the central 
character of its CBS program going 
through his pictorial paces with a Wild- 
root clincher — in 57 Sunday newspapers 
and in comic books with an estimated 
circulation of 20,000,000. 

Colgate-Palmolive-Peet's Vel received the 
same promotion for its spot campaign on 
WHN (New York) as an all-star program 
might have been given. Letters, for in- 
stance, were sent to wholesale grocers 
reminding them that "over four million 
listeners are now hearing these one- 
minute spot announcement jingles every 

WOVs Piano Scholarship which started 
out in '46 as an idea of Ralph Weil, sta- 
tion's manager, has now become an 
annual. Last year the station discovered 
that in New York the yen to play the 
piano well hadn't died among its lis- 
teners. There were thousands of entries. 

Station WDRC (Hartford, Conn.) wanted to 
do something different so it has endowed 
its show, Shopping by Radio, with a new 
promotional slant. The station's mobile 
unit goes through Hartford trying to find 
a woman wearing some particular piece 
of apparel which has been announced on 
the air the previous day. The first wearer 
spotted is whisked to the studio and 
awarded gifts. Program has, beside 
commercial objective, the public service 
idea of getting women to shop earl) 
on the air at 9:15 a.m. 

Competition for opportunities as soloists 
with the New York Philharmonic Sym- 
phony Society Young Peoples' Con 
has become an on-the-air promotion for 
WQXR (New York). The contestant- 
do not compete against each other but 
are judged on the basis of their abiliu 
to play with a symphonic orchestra. 
Judges are distinguished young concert 

WJR got the most out of "Ellery Queen' 
tie-in. As noted previously i December 
sponsor) a member of the home audi- 
ence is chosen to sit in judgment on each 
Ellery Queen case. In Detroit, Mark 
Haas, publicity director, and Bob An- 
thony, promotion director, weren't con- 
tent to do the routine thing when it came 
WJR's turn to pick a Detroit amateur 
detective. Entrants came from 2,500 
station listeners and the judges were the 
Mayor, Police Commissioner, and col- 
umnists from the News, Times, and I 
Press. When the Queen session hit the 
air the week that a Detroit fan was to 
be armchair detective, the Motor City 
knew about it, and how. 

RCA-Victors traveling TV caravan is MOW 
so well equipped that it can go into a 
meeting like one recently held at Massa- 
chusetts Institute of Technology, set 
itself up in no time flat, scan a dramatic 
presentation, and feed it to as man) 
1 2 television receivers in a hall. 



40 WEST 52nd 
(Continued from page 52) 

which are not covered by all four of the 

major networks. If we convert this table 

into those colleges which do have four- 

network coverage, the picture is as shown 


Colleges with Four-network Coverage 

Number of Colleges 6 

Total Sample 540* 

Independents 29 4 

LBS. 26.7 

NBC 18.3 

CBS I'6 

MBS 7.7 

ABC 6 3 


The sample is also apparently biased by 
reason of the fact that it is restricted to 
dormitory residents. This means that it 
probably has an inadequate sampling of 
the older residents who tend to live off the 
campus in private homes. And very 
possibly, the listening habits of such 
older students out of the dormitories 
might be different from those within the 
ivied walls. 

I don't know whether or not you have 
ever been exposed to our feeling on the 
"listen most" type of question, but we 
think we have very good grounds to 
objecting to it. In the first place, the 
word "most" is a very loose one and sub- 
ject to varying interpretations by the 
respondent. And in the second place, a 
question of this type tends to favor the 
network featuring the big-name variety 
shows. This is one of the explanations 
for the stronger showing of NBC. 
Elmo C. Wilson 
Director of Research 
Columbia Broadcasting System 


(Continued from page 22) 

The copy appeals were simple. "Sul- 
phur baths are good for the skin." 
"Sulphur baths relieve tired muscles." 
"Sulphur baths have kept people healthy 
since the days of Julius Caesar." "Sul- 
Ray brings a spa to your home." In 
two years this multiple appeal developed 
a direct dollar mail-order business into 
a general manufacturing business with 
regular retail outlets. In those two years 
the advertising budget went to $100,000 
a year. 

In 1945 Sul-Ray hit its peak. It was 
buying spots in Russian, Jewish, Italian, 
Swedish, Lithuanian, Hungarian, Polish, 
German, and Czech. Programs and spots 
were heard in Philadelphia, Chicago, 
Detroit, Buffalo, Cleveland, Pittsburgh, 
as well as New York. During this year 
and during 1946 Sul-Ray bought spots 
on co-op shows with direct mentions of 
the stores and chains where Sul-Ray 

MARCH 1947 

could be bought. The retail store tie-up 
paid off very well, by direct check-up. 

Salzman and the Sul-Ray executives 
still felt that sulphur baths could be sold 
the mass audience. They tried several 
English-speaking programs, shows like 
VVMCA's Memory Time, WAAT's Home- 
town Frolics, WHOM's Symphony Sid, 
but all they did was underline the fact 
that Sul-Ray's market was a foreign- 
language one. Sul-Ray's two outstand- 
ing air flops were in Miami Beach and 
Atlantic City. They found quickly that 
health products won't sell at health 
resorts Actually sales are best in the 

aches-and-pains periods, fall and winter. 

Sul-Ray knows its market now. At 
present it's coasting on its previous 
advertising, due to increased product 
costs and overstocked retail outlets. 
It's still first among its type of product. 
It had to learn the hard way, by wasting 
plenty of dollars, who would buy sulphur 
baths and how to reach them. 

It also stands as an ideal example of 
what America's foreign-language stations 
can do. Without them there would have 
been no Sul-Ray. Sul-Ray is just one 
more proof that once a market is deter- 
mined broadcasting can sell it. 

Facts and Figures 

Size: I8x 12 * 6"; Weight: 
21 lbs. 

Case: Tan leatherette lug- 
gage-type overnight bag. 
Specifications: 7-tube am- 
plifier. AC-DC operated; 
4" PM speaker; 33 I 3 or 
78 rpm; plays 6 to 16" 
Controls: Separate ampli- 
fier, and turntable switches; 
vol. & tone controls. 
Pick-Up: Featherweight, 
with tested knee - action 
Nylon needle. 

Exclusive Feature: Polarity 
does not have to be 
•"hecked for DC use. 
Price: $125 FOB Washing- 
ton (AC only, in leather 
case, same). 

1121 Vermont 


FOB Washington 

New Transcription Portable Meets Specific 
Needs of Agency and Radio Ad Men 

USRECO presents a custom-made overnight 
bag full of quick tricks — one of the finest, 
truest, compact-est playbacks ever built. It's 
ready to spin into action at the pop of the 
top. Just lift the lid, plug in, put on record 
and PLAY. No time lost fooling with a sep- 
arate speaker — no AC-DC worry — no bother 
checking DC polarity. This is 21 lbs. of dynamic 
selling force! Air-mail or wire your order 

Washington 5, 

JOSEPH TAIT, President 


Making the best 
even better! 

Now— along with 
"The Texas Rangers" 

A §ure-fire give-away <>r self- 
Liquidating offer! Attractive 48- 
pages of Original Songs The 
Texas Rangers Sin-s ana scrap- 
book allium. Pr«>\i<lc(l .spon- 
sors of ''The Texas Rangers" 
at cost! W rite for full details. 

The Texas Rangers 



[Continued from page U 

Teentimers' Club progr; m indicates how- 
ever that instead of losing hilling outlets 
actually sign new business due to the 
cut-ins on the show. In Hutchinson, 
Kansas, the station signed the Teen- 
timer franchise store for three half-hour 
segments; and they had never been sta- 
tion clients before. There are numerous 
examples of new department store busi- 
ness brought to the medium through the 
tremendous success of this show. 

The other three networks accept local 
cut-ins. At CBS from 1 5 to 20 advertisers 
a year use them, Hour of Charm having 
120 cut-ins at each broadcast. Columbia 
does not handle any of the details of the 
cut-ins, merely authorizing the stations to 
cut in on the specific program. Billing 
and all details are handled between the 
stations and the agency. 

At the American Broadcasting Com- 
pany, cut-ins are handled in all details by 
the main office, with the network billing 
the agency. Charge for cut-ins on a pro- 
gram is usually 8 l ■> per cent, although 
circumstances may bring this figure down 
to 63 ■)■ At Mutual, the network cues the 
show, handles the distribution of copy to 
the stations, but the stations do the bill- 
ing. If the cut-in is 30 seconds or more 
the MBS rate is 5 per cent of the rate 
card figure for the station. Under 
30 seconds Mutual frequently for- 
gets everything but the actual AFRA 
announcers' fees. 

Localizing the selling appeal of a pro- 
gram is obviously not costly where it's 
permitted. Its use, nevertheless, may be 
hedged with thorns. It's comparatively 
clean-cut where an exclusive franchise 
arrangement deal can be arranged with 
one retailer in each town where a station 
is located. Even that, however, isn't as 
clear sailing as it seems at first blush. 
Teen-timers, Inc., for example, has 98 
franchised radio dealers and 3,902 other 
outlets. Many of these outlets profit from 
the national program but every one of 
them may feel a little hot under the collar 
as he hears the cut-in for another store, 
even if that store isn't close enough to be 
competition, and plenty of the 3,902 Teen- 
timers outlets are within the trading area 
of the great stores that hold radio fran- 
chises. Jules Rubinstein (Teen-timers 
president) feels that the business done by 
the franchise holders makes the program 
possible and that everything worth-while 
has some drawbacks. Lee Hats February 
sponsor), on the other hand, having no 
franchise set-up any dealer may carry 
Lee hats), has refused all pressure that's 

been brought to bear on them for cut-ins. 
They even refuse, officially, to permit any 
hatter to sponsor a program before or 
after their Drew Pearson 15 minutes. 
Sponsorship of a local program before or 
after a network program is, of course, one 
way of achieving identification with such 
national program without cut-in. 

Products with multiple outlets in a j 
town where a station is carrying the 
program meet the cut-in problem in a 
number of ways. Members of the Amer- 
ican Transit Association, which sponsors • 
Adventures oj Bulldog Drummond, receive 
local credit after every broadcast even if 
there are four or five transit companies in 
the immediate area reached by the sta- 
tion; although no attempt is made to 
credit companies which, though in a 
station's coverage area, are miles away 
from the originating city. Other cut-ins 
mention a number of outlets on each 
broadcast and revolve the credits; in this 
case it's customary for the sponsor him- 
self to pick up the cut-in bill. The 
revolving cut-in is often used on a one- 
station program as well as a network. 

The cut-in removes one hurdle that 
always stands in the way of making ad- 
vertising sell directly, the where-do- 1 -buy- 
it stumbling block. As indicated its use 
is beset with problems. It's not easy to 
control hundreds of local retail announce- 
ments. On the other hand if they're not 
controlled the entire public acceptance of 
a product may be destroyed. In one area 
a national advertiser, who has requested 
that his name be withheld, found sales 
dwindling so fast that he knew something 
must be wrong. A trouble shooter was 
rushed to the territory and discovered 
that the local dealer who was cutting into 
the national show was using a commer- 
cial which had a copy slant the home 
office had found to be disastrous. This 
same sort of thing has happened to other 
manufacturers who have permitted local 
identification. And only where the tie-in 
is really very bad is the negative result 
discovered quickly. 

In another case, business in an area 
was found to be double that of the av( 
territory with the same sales expectancy. 
It turned out that the local retail outlet 
had hit upon a copy theme that was out- 
pulling the national appeal two to one in 
sales. That was fine, but it raised the 
>ame question, lack of control of cut-in 

Cut-ins help make broadcasting the 
most flexible of advertising media. The) 
are a vital part of network radio, effective 
sales dynamite when properly controlled 
— devastating when permitted to run 




- ii HlllkliT 

in New York 

Facts and figures gathered recently 
by Goodyear Tire and Rubber, 
U. S. Rubber, and to a lesser degree 
by CBS television research and NBC 
panel studies, indicate that for New York 
at least television will arrive far more 
rapidly than has been anticipated. NBC 
alone has as many signed sponsor con' 
tracts which it is holding as it has on the 
air. Programs and program facilities are 
keeping Sales Manager Ren Kraft from 
setting starting dates at this time. CBS 
has sold sponsorship of the Brooklyn 
Dodgers,' half the games to Ford, the 
other half to General Foods. It's ex- 
pected that it will not be too long before 
DuMont announces sale of the Yankee 
games and NBC comes through with 
sponsors for the Giants. Even if all three 
teams aren't sold by then they'll all be 
televised this spring and summer . . . 
three top attractions for TV. Station 
KSD-TV went on the air in February and 
St. Louis will see the games of the Cardi- 
nals and the Browns on the air this sum- 
mer. The station expects to telecast the 
opening game on April 15. Emphasis is 
on sporting events at this time because 
the facts-and-figures departments have 
delivered amazing figures on looking-in 
on sports. 

The Goodyear survey, which thus far 
has not been released by the sponsor, and 
which was made by Hooper and Pulse of 
New York, and coordinated with an NBC 
panel study under the supervision of 
N. W. Ayer, indicates that an event that 
gathered only a little better than a 4 
rating through sound broadcasting ac- 
ually attained a better-than-80 rating 
among televiewers. Novelty alone can- 
not account for the amazing figure for over 
50 per cent of present set owners in 
metropolitan New York have had their 
receivers for over six years. 

Sets in operation in the New York 
territory have passed the 10,000 mark, 
*vith RCA sending 1 ,400 receivers to New 
York dealers during January alone, and 
these receivers were all sold before they 
eached the retailers. Before the base- 
ball season has reached its World Series 
t is expected that there will be over 

vtARCH 1947 

100,000 receivers perking in Greater New 
York. While this at first blush looks like 
a drop in the bucket as a market, the 
Goodyear research figures must be taken 
into consideration at the same time. Not 
only was it indicated that over 80 per cent 
of the sets in homes were in actual use 
during the sporting events surveyed, but it 
also transpired that 8 persons per set, or 3 
times the normal 2.5 who are credited as 
listening to a radio receiver that's in use, 
were looking in at the games. Thus with 
100,000 TV receivers in the home and 
over 80 per cent of them tuned to the 
night games, plus an average audience of 
eight per receiver, the sponsor will be 
buying an audience of 640,000 viewers, 
without counting the much larger number 
of viewers-per-operating-set in bars, grills, 
and public places. 

Leading sponsors who will be using the 
medium, aside from those already in it 
(Ford, U. S. Rubber, Bristol-Myers, Esso, 
Gulf, Standard Brands, Gillette) are led 
by General Mills, which will spend $200,- 
000 in testing TV in 1947, and Procter 
and Gamble, which is expected to spend 
about the same amount. General Mills 
will not, as things stand now, spend a 
great deal of money on any one station. 
It wants to sponsor as many shows as it 
can on as many stations as possible, 
feeling that in that way it will best be able 
to evaluate the medium. General Mills 
was one of the earliest sponsors of base- 
ball, at one time having tied up practi- 
cally all the teams on the air. It made 
sponsorship-sharing deals to cut down the 
cost in many cases. Baseball seems much 
too rich for a $200,000 budget so General 
Mills is not expected to go into sports in 
TV in 1947. P & G is wide open but 
the soap company's advertising dollar 
will be a factor in TV this season. 

Agencies who have been fooling with 
the visual medium to keep their feet wet 
aren't worrying about keeping their feet 
wet in the medium any longer. They're 
worrying about building staffs and getting 
into production, even though they see the 
"limited city market" as unprofitable for 
a long time. TV is a business now . . . 
and New York its first market. 



for the 




KNOW Till: PltOIH < I It 

d<Cola,H,A. yvlaxtitu 

Gardner Advertising Company vp 

~LJ"IS Pet Milk Show, Saturday Night Serenade, rang up its 
■*■ tenth straight year in radio last October with only 
minor changes in cast and format from the first broadcast. 
Yet the show was born one night in late 1935 on the cast- 
bound train from Hollywood that was bringing Roland 
Martini to New York in answer to a hurry call from Gardner 
Advertising. Turning out good air copy in a hurry was 
nothing new for Martini. In 1931, with years of successful 
pulp writing behind him, he joined Blackett-Sample-Hum- 
mert to write three children's air strips, Secret Three, Inspector 
Stevens & Son, and Penrod and Sam. He was writing 20 
scripts a week when Gardner called. 

New Haven-born Martini is now a vp in charge of radio for 
the agency, but he still personally watches over Saturday 
Night Serenade. The musical half-hour was started with the 
simple, mass-appeal technique he learned the hard way 
plotting for the pulps, and continues to serve its listeners a 
blend of standard and popular musical numbers with no fancy 
trimmings. Even the small changes he has made in format 
have been worked in gradually — never thrown at the audi- 
ence. Martini's show sells plenty of Pet Milk to its loyal, 
family-type audience, and delivers a rating of 1 1.4 and sponsor 
identification of 41.5. 

His cast, more than 95 per cent of whom were on the show's 
first airing, never get a chance to become complacent. Martini 
keeps them on their toes, but gets along with them so well 
their rehearsals go off in three hours flat, saving money for the 
sponsor. There are plenty of vocal numbers on the show, sung 
so the listener can hear every word — a fact appreciated by 
both listener and lyric-wiiter! 

Seenanlht right talking ota Saturday Wight Serenade tcith conductor Gtutate Haemchen 


Continued from page 30) 

since the program first started -and Rub- 
instein explains lack of local promotion 
to be the reason for these two exits. The 
rest of the stores (98 of them i are happy 
with the arrangement and are expanding 
their teen-age departments, to collect 
upon the stores' identification in the 
minds of the soxers with the right styles 
for them. 

The program is building a 12-month 
demand for teen-age fashions. In the 
past there have been two peaks, spring- 
summer and fall-winter. Dress houses 
closed down during interim periods of 
several months in each year, putting 
thousands in the garment field out of 
work. Teentimers' Club gives a weekly 
award of 12 dresses, one for each month 
in the year. The designer — she di 
$35,000 a year — creates a model for each 
broadcast, 52 weeks a year (and gripes 
at being able to squeeze in only a one- 
week vacation in a year). But Teen-timer 
employees have no seasonal lay-offs. 
Rubinstein has achieved what the entire 
garment industry has been trying to 
achieve -year-round employment— and 
he did it through his NBC Teentimers' 
Club program and its promotion. 

And the business is no sky-rocket op- 
eration. Although there are onh 
radio-franchised stores, there are 4,030 
Teentimer OHriginal outlets — and 4,03D 
stores are waiting to carry the line. 

Naturally the program has changed 
since its Eileen Barton days. First 
Johnny Desmond took over the star role 
then John Conte; now Gordon MacRae 
is the star. The mc has changed several 
times, but now the hottest thing in jive 
talk, Station WOV's Freddie Robhins. 
has the helm. As mentioned earlier, Dale 
Dilworth has taken over the fashion 
commentator's role from Merita Helms. 
The band is usually a top name orchestra, 
and nearly all the great swing aggrega- 
tions have played the date at one time 
or another. When the show travels it 
always picks a unit that is playing som:- 
where near the town where the remote 
is to originate, cutting down costs and 
also collecting upon the local publicitv 
which the band has received on its regu- 
lar date in the territory. The program 
has also switched to 11 a.m.. it h;r. 
been uncovered that youngsters just 
weren't as ready for the hot stuff at 
10 a.m. The time switch was made when 
Johnny Desmond came in as star. At 
the same time the advertising agency, 
Sterling, stepped out and Buchanan fll 
Company stepped in, the latter havinf 



a bigger radio department and being 
better able to handle a big network show. 

There's nothing static on the program. 
Rubinstein sends out an entire new port- 
folio of promotional material each 1 3 
weeks. It's like a three-ring circus, some- 
thing is going on all the time. When 
things become static he knows that some- 
thing's slipping and goes to work at once. 
The hypo may be a series of contests 
selecting a "Miss Teentimer" in each 
franchise city. The shot-in-the-arm may 
be a dress design and "name it" compe- 
tition. Or it may be one of any number 
of promotional devices all of which tie 
into the program and the general selling 
of Rubinstein's OHriginals. 

Teentimer OHriginals are the number 
one dress for the bobby soxers today. At 
no time is the cost of the OHriginals 
permitted to get out of line; at present 
they're $9. When the Judy 'n Jill teen- 
age line (Horwitz and Duberman) went 
after the market with a program on the 
Mutual Broadcasting System network 
called Judy 'n Jill 'n Johnny (with Johnny 
Desmond) they failed to do the same 
selling job for a number of reasons: 

1. The price range runs up to $40 
(that's above the teen-age range) ; 

2. Many models actually are for jun- 
iors, i.e., 18-to- 20-year-old girls — 
this age group doesn't listen to 
radio on Saturday mornings; 

3. Horwitz and Duberman didn't de- 
velop the promotional gimmicks 
that Rubinstein did. 

There were other reasons but these 
three were enough to cancel the program 
after 13 weeks. H. and D. are still on the 
air with spots and local programs through- 
out the country, trying to find a formula 
to sell Judy 'n Jill dresses. 

Teen-timers, Inc., also marketed for a 
while a line of Teentimer cosmetics but 
for the time being at least they've 
dropped them. They claim they're having 
the line redesigned and are going to bring 
it back on the market. 

Teentimer OHriginals are back in the 
pages of magazines like Seventeen that 
are addressed to the age group they're 
designed for. The advertisements usually 
appear over the signature of a local store, 
for the local cut-in has begun to make its 
appearance in magazines too. 

January business in women's wear 
throughout the country was down this 
year — in all except the teen-age depart- 
ments. Even with a downward curve 
in all other dress lines, the soxers con- 
tinue to sell their parents on new dresses. 
It probably isn't news that the kids have 
a habit of getting what they want when 
they really want it. ^ 

"We Have the Most Farm Radios 
(mostly tuned to WMT)" 

IOWA has more farm radios than any other 
state, the U. S. Census bureau reports. And 
in Eastern Iowa you'll find most of them tuned 
to WMT's farmwise programs . . . night or day. 

City lowans are 
likewise faithful WMT 
listeners . . . it's the 
only CBS outlet in 
Eastern Iowa. 

by KATZ Agency 

Member of Mid-Sfotes Group 


to an enthusiastic and 
discriminating audience 
in the Washington, D. C. 
Metropolitan District. 

(or the discreet advertiser. 

A NATURAL . . . 
for building goodwill, 
prestige, and selcs in 
the Nation's Capital City. 

that makes sense. 

Write for 



International Buildin 
WASH-ington 4, D. ( 
Telephone District 1356 


WRNL ... a modem, progressive sta- 
tion holding the largest daytime audi- 
ence of any station in the Richmond 
erea . . 


910 KC 


MARCH 1947 




Super-Test For Radio? 

BROADCASTING has a phobia for 
baring its 'back and asking any- 
body who is in the mood to lash 
it. Research at an average magazine or 
metropolitan newspaper usually consists 
of a man with the title of research direc- 
tor'who produces, upon request of the 
sales department, "facts and figures" 
about the newspaper's circulation pro- 
jected from its Audit Bureau of Circula- 
tion report. Except in a few cases like 
the Milwaukee Journal that's black-and- 
white research. 

Radio isn'l satisfied with Hooper, 
Broadcast Measurement Bureau, and 
Nielsen. Each network has a research 
depart mint ,1 stall as high as >() 40 at 
NBC). Independent stations in metro- 
politan centers maintain two-to-five man 
departments and even radio departments 

i>i agencies have research sections run- 
ning as high as 10 men. 

This self-researching is healthy, though 
expensive. However, a number of prob- 
ing young men at the networks now want 
to go a step further. They want to ex- 
periment with the medium with an adver- 
tising campaign for a product that has 
no distribution, no salesmen, no promo- 
tion, nothing but the product itself and 
a radio advertising campaign, a truly 
immaculate conception. 

Broadcasting is part of the advertis- 
ing universe. When anyone looks to it 
to turn Atlas and prove it can carry the 
world, he's going beyond the bounds of 
good research and good sense. It would 
surprise no one if broadcasting should 
come through the bright young men's 
test by fire unsinged, but why test its 
ability to do something that's not really 
its job? 

Sponsored Newscasts 

RECENTLY Jack Gould (New 
York Times) turned the clock 
back over 12 years in one of his 
Sunday columns. He attacked the spon- 
sorship of news on the air and inferred 
that news in a commercial program was 
suspect. Edward R. Murrow, public 
affairs vp at CBS, took umbrage at many 
of Gould's statements and wrote a schol- 

arl) letter to Gould on the subject, which 
Gould printed. In answering Murrow 's 
letter, Gould disregarded most of the 
points made by Murrow, who made it 
clear that an advertiser's paying for a 
news show no more makes the news 
broadcast in the period suspect than does 
an advertisement appearing next to a 
column of news in a newspaper. Gould 
in his comments on the letter went off 
on another track but with the same 
objective, building in his readers' minds 
of the suspicion that news on the air. 
when it comes to them via a commercial 
program, has been open directly or indi- 
rectly to economic censorship. 

If Gould had been writing 12 years 
ago when news services were loath to 
permit their news to be broadcast, when 
newspapers felt that news on the air 
would be quick death to their publica- 
tions, the original dissertation and the 
answer to Murrow might have been 
understandable. The only thing that 
makes it at all comprehensible in this 
day and age is that the New York Times 
will not permit its news summaries on its 
stations WQXR and WQXQ to be spon- 
sored. Thus Gould may have been 
speaking on the basis of "house policy." 
To project from the specific | Times re- 
fusal of sponsorship) to the general all 
commercially-sponsored news being ques- 
tionable) is an excellent way to make 
Gould's column suspect itself. 

Black-and-white is swell (after all we're 
a publication ourselves) but when it goes 
out of its way to break down another 
medium, it ought to do it in paid, not 
editorial space. 

40 WEST .12nd 

Much of radio sales promotion has been 
of the internal-competition variety — one 
station selling itself against another. This 
is sometimes necessary, but the hope 
persists that all elements in the radio 
industry can devote a healthy portion of 
their sales promotion effort towards selling 
radio as the fine, resultful medium that 
it is. Your series (see page 38) is a con- 
structive contribution to that end. 
Frank E. Pellegrin 
Director of Broadcast Advertising 
National Association oj Broadcasters 

Your issues, after having been read 
here, have been passed around with ar- 
ticles marked which meant that they 
were to be read by everyone in the adver- 
tising department and the Packaged 
Products Division. On the basis of our 
experience here I'm sure you're getting 

Ken Fisher 


Fisher Flouring Mills Company 

Special Investigator is a relatively new 
program, and for its 15 minutes on Sunday 
night has mighty tough competition, but, 
all things considered, it seems to be doing 
pretty well. 

If you catch it sometime, please let us 
know what you think of it, and particu- 
larly let us have your appraisal of the 

L. C. McElroy, vp 

Sheldon, Quick & McElroy, Inc. 

On inspecting your issue of sponsor for 
the month of February, 1947, I noticed 
that you had quite a display on disc 
jockeys. An obvious error at once note- 
able was the statement "Midwest fave 
Rush Hughes." 

Gil Newsome of KWK is undoubtedly 
the outstanding disc jockey of this area. 
If you will look at the Hooperatings for 
the period of November, 1946, through 
January, 1947, you will find that Gil 
New some has an average rating of 1 1 .6 
on his 6:15-6:45 p.m. show, whereas 

Hughes has an average of 6.35 on his 
comparable show at 6-6:30 p.m. 

KWK has another disc jockey, Ed 
Wilson, who has an average rating of 5.0 
on his afternoon show while Hughes has 
a rating of 2.5 on his afternoon show 

In light of the public acceptance of 
these two KWK personalities by the 
listening audience, I am sure you must 
agree that the above statement made in 
your magazine conveys an erroneous im- 
pression to all subscribers and I am 
anxious to bring this matter to your at- 
tention. Thomas E. Richter 
Promotion Manager 
Station KWK. St. Louis 

The article in your recent issue entitled 
"Selling the Undergraduate" seems to me 
to call for a few comments. The first 
table on page 15, indicating that CBS is in 
third place among the networks in terms 
of listener loyalty in colleges, is definitely 
misleading since it includes many colleges 
(Please turn to page 47^ 



In this area there are 2,735,051 
radio homes. Of these homes, 
OHE STATION in four weeks... 

reaches 70.1% between 6 AM and Noon 
reaches 70.8% between Noon and 6 PM 
reaches 79.2% between 6 PM and Midnight 
reaches 81.2% between 6 AM and 6 PM 
reaches 86.1 % between 6 AM and Midnight 

and that OHE STATION is... 



Nielsen Rodr'o InJen Febrjar y-Morch, 1946 



• SALES... 

gives you a direct line into the 7th largest, 5th 
richest market in the nation. 

Superior entertainment and service for listeners 
and advertisers have made WJW the "live wire" 
in many a sales-building campaign. 

So — for greater sales . . . plug into a hot line — a 
direct line — reaching and holding more daytime 
dialers per dollar than any other regional station. 


ABC Network 


850 KC 

5000 Watts 



mm m t»g mum 

What agencies think of station reps • The Association problem 
Listerine loves company • Twenty years of bakery advertising 


Coi u 





"* B* 


WWVA is happy to join CBS on June 15th 
. . . adding an even greater effectiveness to 
the now complete coverage of the 500,000 
Radio Families in the heart of the thriving 
steel and coal belt of the nation. 

To be exat I: 

BMB audience loWW\ I 
500,170 Families - Da) 
480J60 Families - Nigbl 



50,000 WATTS 












APRIL 1947 

Every major cigarette company will have a national spot campaign 
in full bloom within 90 days. Trend toward spot in tobacco field 
has been quickened by Lucky Strike plans of American Tobacco Com- 
pany which will pour about $1,000,000 into local station breaks 
during one six-week period. 

Letters to CBS's "Time for Reason: About Radio!" (William Paley's 
report to the people about condition of broadcasting) indicate 
that one-third of program's listeners object to "too much adver- 
tising," one-quarter to singing commercials, one-sixth to repeti- 
tious and aggressive commercials. Very small percentage object 
to what they believe to be dishonest claims. 

When Margaret Truman brought 15,000,000 listeners to "Sunday 
Evening Hour" (ABC), raising its rating from 2.7 to 18, she did 
more than just bring them to her air debut. Walter Winchell who 
followed her jumped almost 4,000,000 in audience also, increasing 
rating from 22.6 to 26.5. "The Clock," sustaining program before 
Miss Truman, doubled its audience. They tuned in early to wait 
for President's daughter. Goes to prove that well-publicized 
attraction can bring dialers to any network or station and that 
one stellar attraction helps increase entire evening's audience. 

Continental Network, FM's first exclusive land-line linking of 
stations, had 4-station baptism on March 26 with Army Air Forces 
Band Symphony as attraction. 

Instead of using motion picture stars for summer replacement for 
"Ozzie & Harriet," International Silver Company will assign lead- 
ing roles to eastern radio personalities. Replacement will still 
be called "Silver Theater." 

As test of what happens when something extra is added to broad- 
cast, N. W. Ayer surveyed Jenkintown-Springfield suburb of Phila- 
delphia, during a "Campus Quiz" originating there and aired over 
station WFIL. While program received 5.3 rating in Philadelphia 
itself, it received 30.9 in originating area where Quiz was 
locally promoted. As added bonus, local sponsor identification 
was 85.7, which is nearly tops. Sponsor is Supplee Sealtest 


Disagreement between Parks Johnson, owner of "Vox Pop," and Young 
and Rubicam, advertising agency for Lipton's tea and soups, is 
based upon commercials interrupting program and thus slowing down 

APRIL 1947 


,■ - 






pace. Program's rating has been slipping and Johnson attributed 
slump to commercials in wrong places. Other sponsors who have 
traveling shows get around "slow down" by having commercials aired 
from network studios so, only air audience hears it, while pro- 
gram continues uninterrupted for live audience. If air commercial 
isn't heard by live audience latter doesn't have to be pepped up 
all over again after it. (McCann-Erickson made tests to discover 
what happens when program's mood is interrupted during broadcast 
before deciding what to do with commercials on Ted Malone program. 
Result: they are picked up in New York, not at point of broadcast.) 

Special survey made by Al Politz for Broadcast Measurement Bureau 
indicates that BMB station ratings from 15 down may actually be 
inflated as much as 50 per cent. Average BMB rating is actually 
five BMB points higher than it should be, according to Politz, 
which means that high BMB standings are inflated proportionately 
very little. Station with a 93 BMB was shown to have 88 rating in 
Politz "true probability sample." The station with a 10 BMB was 
also found to be overrated 5 BMB points, which in its case was 50 
per cent inflation. BMB sample produced higher ratings because 
voluntary returns are usually from fans who are interested in 
radio. BMB had check made by Politz to determine margin of error 
in BMB findings. 

Baseball, usually on receiving end of sponsor cash, is changing 
its colors and itself becoming sponsor. Starting Monday, April 
14, New York Yankee Baseball Club will sponsor 55 minutes of sym- 
phonic music over "New York Times" station WQXR. Yankees' Presi- 
dent Larry McPhail states that daily broadcasts will emphasize 
part baseball plays in American scene. 


The four networks will not accept proposition made to them by 
Arthur Nielsen, which would lead to Nielsen Radio Index figures 
being made industry property instead of confidential as at pres- 
ent. Next step toward giving industry Nielsen ratings for its 
daily operations will come from NRI itself. 

Sonoco Products Company of Hartsville, South Carolina, is broad- 
casting program called "My Town" over number of local stations. 
Program is unique since it's not geared to sell Sonoco products 
but to sell company to own employees. Program is story of typical 
employee family. Cast is professional and program transcribed in 
New York. 



. ..WSYR's irresistible, 
profitable — 
and sponsorable 


Sleepyheads wake up and whistle ... commuters 
laugh away their morning fog. ..dayhreakers 
from Watertown to Catkins get up on the funny 
side of bed when Frank Hennessey r starts his 
sunrise shenanigans! As WSYR's skylarking 
Timekeeper of the early-morning hours, he 
mixes music and musings in a bright way that 
has brought him over 30,000 letters from 
listeners in six months. 


.No microphone novice, Frank Hennessey is the 
airwaves bugler who reached half the G.l.'s in 
Central Europe via Radio Munich's 200,000 
watts. Before the war, he was farm editor of 
^ WL in New Orleans. He's an expert on the 
buying habits of both farm and city wage- 
earners. Best of all, he knows the people who 
hold the billion-dollar purse-strings of WSYR's 

prosperous 17-county area*— and their loyal 
preference for his products proves it. 


Listeners keep asking for more and more of 
Hennessey's gay patter — so WSYR has built a 
new 12:30-12:45 P.M. show (with a Pulse rating 
of 9.1) around this three-star salesman ! Here's a 
prime buy for some market-wise advertiser. 
(Also, now and then, you might find a 10 or 15- 
minutc strip available on the Timekeeper's 
morning show.) Typical of WSYR's smart day- 
long programming, Hennessey is tbe man who 
can wake up big Central New "York State to your 
product. Better call us or Headley-Reed about 
him right away ! 
BMB calls it 22. 

570 kc — 5000 walls 

Our 25th Year 

NBC in Central New York 

Represented by Headley-Reed 

WTRY, Albany-Troy-Schenectady, & WELI, New Haven, are also H. C. Wilder Stations 

\PRIL 1947 



Rt ^ 








TV— FM— FAX 48 


SPONSOR Reports 


Industry Chart: Insurance 




Commercial Reviews 


Mr. Sponsor: 


Signed and Unsigned 


W. Alton Jones 

Know the Writer: 


Broadcast Merchandising 


Garth Montgomery 

New and Renew 


Contests and Offers 






Mr. Sponsor Asks 


40 West 52nd 




Published monthly by Sponsor Publications Inc. 
Executive, Editorial, and Advertising Offices: 40 West 
52 Street, New York 19, N. Y. Telephone: Plaza 3-6216. 
Publication Offices: 5800 North Mervine Street, Phila- 
delphia 41, Pa. Subscriptions: United States $5 a 
year; Canada $5.50. Single copies 50c. Printed in 
U. S. A. Copyright 1947 by Sponsor Publications Inc. 

President and Publisher: Norman R. Glenn. Sec- 
retary-Treasurer: Elaine C. Glenn. Editor: Joseph M. 
Koehler. Associate Editor: Frank Bannister. Art 
Director: Robert Lathrop. Advertising Department: 
Edwin D. Cooper (Pacific Coast — 157 North Hamel 
Drive, Beverly Hills, Calif.), Circulation: Milton Kaye. 

COVER PICTURE: Sponsors' Show Window: second of 

a series. These are grocery and drug advertisers on Mutual 

Broadcasting System. 


Radio stations, sports announcers, university athletic direc- 
tors, executives of athletic clubs, over 400 strong, will pay 
tribute to a sponsor on April 21. The advertiser is The 
Atlantic Refining Company, which has underwritten broad- 
casts of over 2,200 football and 10,000 baseball games. The 
sports broadcasts have not been without their commercial 
results, but Atlantic has never gone beyond the bounds of 
good taste in its advertising copy to promote sales. That 
radio has decided to pay tribute to the company is worthy of 
applause. All the 10 station men who make up the com- 
mittee under the chairmanship of Frank R. Smith of VVVYSW 
rate a solid hand. They're Edward D. Clery, WIBG; Leon 
Levy, WCAU; R. C. Maddux, WOR; Clair R. McCollough, 
Steinman Stations; William B. McGrath, WHDH; John 
Shepard, III, Yankee Network; E. S. Whitlock, WRNL 
Col. H. C. Wilder, WSYR; and Ernest B. Loveman, WPTZ 

Though New York has three television stations in operation 
and Chicago has but one, the latter has accomplished more in 
achieving newspaper acceptance of the medium than the twi 
major networks and DuMont, the three New York station 
operators. Every newspaper in the Windy City is carrying 
TV schedules right along with its radio program listings 
Balaban and Katz's public relations department brought the 
last newspaper, The Chicago Sun, into line in March. 

Platt-Forbes, advertising agency, stepped out of the groove 
recently when it sent stations and sponsors a booklet titled 
Four Billion Ears, the result of long years of experience with 
news programs over hundreds of stations. It outlined, for all 
who would take 10 minutes off to read it, a basis for good news 
programing. That's public service by an advertising agenc> 


When a commercial program has won an award there is a 
tendency to coast along on its award-winning. General 
Foods' House of Mystery (MBS), as produced by Olga Druct 
for Benton & Bowles, hasn't rested on its laurels. Week after 
week it's been adding to its juvenile audience until now it has 
reached an 8.2 Hooper rating (March 15). This program is a 
thriller but embodies no action that can't be explained log 
ally and factually. The child listener is not left on a jag 
suspense and excitement although he is absorbed while 
listening. (Station KFI in Los Angeles has joined in the 
"murder is not for children" thinking and shifts all gori 
after 8 p.m.) 

While much publicity is given networks' and big stati 
raising money for polio fund, it's noteworthy that Generoso 
Pope's foreign-language operation, station WHOM, gathered 
$10,445.87 from listeners for fund. "We used allourlangu,.- 
to raise this contribution." Mr. Pope remarked when he pn. 
sented check to Basil O'Connor, head of National Foundation 
for Infantile Paralysis. 



(Advertising Agency or Client) 



We've got a million dollar idea waiting for you . . . and you can ^^ 

have it for 3c. (Isn't that the way you say it in your ads?) | 

Well, anyway . . . we've got another idea that will make some 
sponsor as happy as Philco is with Philco Radio Time, starring Bing 
Crosby. Behind this idea there's a powerhouse of original experience 
and knowledge, plus an expert creative and producing staff. True, 
we can tell you a lot about what it takes to get a big league rating 
with a transcribed show. But this idea can be live or transcribed . . . 
makes no difference. 

We'd like to tell you about it. And about our facilities for radio 
show production. We promise you it's worth the 3c stamp and there's 
no obligation. 

'Mail the coupon today." 


9028 Sunset Blvd. 



Bing Crosby Enterprises 
Hollywood 46, California 

Alright, tell me about your "Million Dollar 
Idea," live or transcribed. Remember, you 
said, "no obligation." 



City State 


That story is an oldie that has come down 
through countless years. And it's just as 
true today. Whether it refers to the 
monarch of the jungle or to radio. It's 
certoinly true in Washington. For if ever 
there wos a thorn in the side of the big 
boys . . . it's WWDC. Known as the sales- 
result station, our call letters are showing 
up on more and more lists. We've got 
sales success stories galore. Glad to show 
them to you any time. 

Keep your eye on 


Coming Soon-WWDC-FM 

Represented Nationally by 


YV. Alton I oik's 

President, Cities Service Company 

Alton Jones heads the Cities Service industrial em- 
pire, yet he never gets too far away from the fact 
that originally it was the radio program of the 
organization that removed the stock promotion taint from 
its operations. He was in the wings on the night in 1927 
when the Cities Service Hour, NBC's first big network ac- 
count, was broadcast for the first time. As chairman of the 
executive committee he believed then that a program of semi- 
classical music could sell a trade name and the products 
associated with it. Twenty years later, now president of the 
corporation, grown to a $250,000,000 organization, he knous 
that broadcasting can do the selling job — at least he's cer- 
tain that it did it for Cities Service. On the recent (February 
21) 20th anniversary broadcast he once again stood in the 
wings happy to see his baby almost come of age. 

Cities Service advertising department spends half of its 
$1,500,000 annual budget in radio. And despite the fact that 
there has been a great deal of pressure at different times to 
cut down the air's percentage of the advertising dollar, Jones 
has never permitted the cut. The network now (77 stations^ 
is the biggest in Cities Service history. 

Jones knows that the only way to assure consumer 
acceptance of new products is through consistent week-by- 
week selling of the company's name. Today, instead of the 
show being called Cities Service Hour, it's the Cities Service 
Highways in Melody to emphasize the fact that everything 
that Cities Service sells is l elated to the highways of 


™ v otv * Hat ^ 


Here's a modern Pied Piper whose genial radio personality "pipes" 
listeners into KXOK . . . and customers into stores . . . every 
weekday at 12 noon, 1 p.m., 4 p.m., and 6 p.m. Rush Hughes' 
interesting, informal way of presenting latest recordings, backed up 
with frequent live interviews with such visiting 
bandsmen as Jimmy Dorsey, Count Basie, 
Frankie Carle and others, is a big reason 
why KXOK's vast audience is on the 
increase. A few participation announce- 
ments are now available. Write, wire, or 
telephone KXOK's Sales Department or a 
John Blair station representative. 

Rush Hughes is just one KXOK 

programming high-light. Others include 

Weathercasts, Complete News Coverage, 

Safety-Courtesy Driver Campaign, and 

Town and Country. All these . . . 

plus ABC's top network shows . . . 

plus a complete, well-rounded promotion 

program, are what make people want 

to listen to KXOK 

630 KC • 5000 WATTS • FULL TIME 

Owned and Operated by the St. Louis Star-Times 

For complete details, contact your John Blair representative 

APRIL 1947 


Z3 zz 



j Money 






St. Louis 

1 ,460,34 7 people 








will tell you 







The American Broadcasting Company is the 
only network to win three 1947 awards and 
a plaque from the College of the City of 
New York's School of Business Adminis- 
tration. Its promotion of Bingsday, its 
presentation of Hiroshima and its "crea- 
tion" of the Henry Morgan Show, all were 

Other CCN Y awards went to Kenyon and 
Eckhardt for its promotion of Borden's 
Country Fair, to station WFIL for its pro- 
duction of Abbotts Dairies' Teen Age 
Time and promotion of the Louis-Conn 
fight, to WGN for its commercial-spot- 
carrying vehicle, Baker's Spotlight, to 
Rich's Department Store for its Radio 
School, to station WGAR for its Footlights 
Forum, and to station KGFJ for two pro- 
grams, The Law Is Your Servant and 
// They Had Lived. 

"All-over station promotion" awards went 
to stations WNHC, KMBC and WLW. 
Public service promotion won for stations 
KTHT, KLZ and WFAA. Tributes for 
"commercial promotion" went to stations 

Other awards went to J. M. Mathes for 
Canada Dry Sparkle Time, to the Western 
NBC Network for Name Your Music, to 
station WEEI for Sex Guidance for Youth, 
to Harry S. Goodman for Weather Fore- 
cast Jingles and Banner & Greif for pro- 
motion of Professor Quiz. 
Besides ABC, plaques went to Kenyon 
and Eckhardt and stations KGFJ, WFIL 
and WLW. Presentations will be made at 
CCNY's Third Annual Radio and Busi- 
ness Conference, April 22 and 23. 

"So You Want To Be a Disk Jockey" is the 
title under which KFWB's Bill Anson is 
building listener interest in his platter 
spinnings. Tryouts include reading a 
couple of commercials and introducing a 
few disks. If the listening audience likes 
the aspirant to disk jockey fame, he re- 
ceives a two week contract from KFWB 
and the world from then on may be his 
oyster. Anson and KFWB are winning a 
new following with the promotion. 

Mrs. Hush reaction was negative although the 
stunt gathered points in the rating column 
for Truth or Consequences and money for 
the polio fund. Listeners protested when 
they discovered the mystery voice was 
Clara Bow's. Objections were all based 
upon the fact that Miss Bow (Mrs. Rex 
Bell) had never been a talking picture 
star and that no one could therefore have 
been expected to remember or identify her 

voice. This was the one bug in Ralph 
Edwards' second annual Hush stunt. 

Esso executives and "Sky Merchant" at 
KWKH party. To celebrate the first anni- 
versary of the Esso Reporter over Shreve- 
port's KWKH, the Standard Oil of New 
Jersey and Marschalk and Pratt (Esso 
agency) executives turned out for a 
luncheon. The four-engined transport, 
"Sky Merchant," converted into a display 
room by Esso's affiliate, Atlas Tire Com- 
pany, flew down to Shreveport and was 
used for a broadcasting studio for the 
anniversary party. Luncheon also served 
to celebrate conclusion of KWKH's 
dealer-contact drive during which the 
station distributed point-of-sale material 
to over 500 Esso dealers. 

Sixty-nine storecasts per week are aired in 3^ 
Baltimore Markets i Philadelphia) publi- 
cizing station WFIL. The station and its 
newspaper parent, the Philadelphia In- 
quirer, also furnish hourly newscasts over 
the public address systems in the stores. 

Listeners are urged to break "bad habib" 
in an article by NBC's Margaret Cuthbert 
in Today's Woman Magazine, for April. 
Says Miss Cuthbert, "The grab-bag 
listener short changes herself on time, but 
the intelligent listener makes listening 
pay dividends." 

Chicago knows the TV programs it wants. 
Station WBKB has discovered that it 
doesn't matter where the television re- 
ceiver is located, in pub or home, the 
owner has his ideas on what he wants the 
receiver to bring him. More than 50 per 
cent of the Windy City set owners re- 
turned questionnaires with the "programs 
desired" section filled out in detail. The 
material is being compiled now and will 
be released to sponsors, agencies, and 

The No. 1 citizen of Burlington, Iowa, 
G. B. McDermott. manager of KBLR. 
McDermott was so voted by the city's 
American Business Club and landed on 
the first page of the Burlington Hawk- Eye 
Gazette as a result. 

Perry Como, the "Chesterfield Supper Club" 
singer is now a columnist, scribbling a 
radio feature for Movie Play. More work 
by and for his press agent. 

Please turn to page 36) 


new and renew 

A/eat A/atianal Spat feuAut&Ll 




PROGRAM, start, duration 

American Tobacco Co. 

John H. Breck, Inc. 
Carr-Consolldated Biscuit Co. 

Colgate-Palmolive-Peet Co. 

Doubleday & Co., Inc. 

Flotlll Products, Inc. 

Garrett & Co. 

General Foods Corp. 
Gulf Oil Corp. 

Oakite Products, Inc. 
O'Sullivan Rubber Corp. 
Park & Tilf ord 
Sunshine Biscuit Co. 
United Fruit Co. 

Lucky Strike 

Hair products 
Bakery products 

Veto deodorant 

Literary Guild 

Tomato products 


Baking powder 

Household cleanser 

Rubber heels 


Krispy Krackers 


Foote, Cone & 

Charles Sheldon 

Ted Bates 

Huber Hoge 

Al Paul Lef ton 

Ruthrauff & Ryan 

Young & Rublcam 
Young & Rublcam 

Calkins & Holden 
Justin Funkhouser 
Charles Storm 

Approx 950 

Unci KBS 


3 (IBS) 



10 (15 to 
be added) 

15-sec transcribed chain breaks; Apr 7; 6 wks 







1-hr transcribed symphony; Mar 13; 13 wks 

15-min transcribed musical show; winter-spring 

series 17 wks, fall series 13 wks 
1-mln live, transcribed announcements; Mar 31; 

26 wks 
Transcribed program; Mar 4; 13 wks 

5-30 mln Italian language programs in 4 major mar- 
kets; Mar 8; 5 wks 
Transcribed announcements, station breaks; some 

5-10-15-min news, music, sports programs 
Transcribed hillbilly music; Apr 1; 39 wks 
Transcribed series ;May 21; 20 wks 

Live announcements; about Mar 26; 10-13 wks 

1-mln transcribed announcements; Mar 10 

Live and transcribed announcements; Feb 24; 13 wks 

Transcribed announcements; May 1; 13 wks 

1-mln transcribed announcements; Mar 17; 52 wks 

A ecu Oft NetcuoxJu 




PROGRAM, time, start, duration 

American Tobacco Co. 
American Transit Association 

General Mills, Inc. 

Foote, Cone & Belding 
Owen & Chappell 

Dancer- Fitzgerald-Sample 

Manhattan Soap Co. Duane Jones 

McLoughlln & Co. Sherman & Marquette 

Metropolitan Life Insurance Co. Young & Rublcam 
















Revere Camera Co. Roche, Williams & Cleary 

Taylor-Reed Corp. Ruthrauff & Ryan 

(Fifty-two weeks generally meant a 13-week contract with oplitns for 3 successive 13-week renewals. It's subject to cancellation al the end of any 13-week period) 

Your Hit Parade; Sat 9-9:30 pm; Apr 26 

Bulldog Drummond; Fri 9:30-10 pm; Feb 28; 52 wks 

(Replaces Spotlight on America) 
Famous Jury Trials; Sat 8-8:30 pm; Jun 7; 52 wks 
Green Hornet; Tu 7:30-8 pm; Jun 3; 52 wks 
Katie's Daughter; MTWTF 10-10:15 am; Mar 31; 52 wks 
Manor House Party; MTWTF 7:30-7:45 pm; Mar 1; 13 wks 
Eric Sevareld & The News; MTWTF 6-6:15 pm; Feb 17; 

52 wks 
Jan August & Piano; Sat 5:45-6 pm; Feb 15; 52 wks 
Hop Harrigan; MTWTF 5-5:15 pm; Feb 3; 52 wks 

Reftecuali Oft Netuj&Ju 




PROGRAM, time, start, duration 

Equitable Life Assurance Society Warwick & Legler 
General Foods Corp. Benton & Bowles 

Young & Rublcam 
General Mills, Inc. Dancer-Fitzgerald-Sample 

S. C. Johnson & Son, Inc. 
Frank H. Lee Co. 
Noxzema Chemical Co. 

Quaker Oats Co. 

Ronson Art Metal Works, Inc. 

Seeman Brothers, Inc. 

Socony Vacuum OH Co. 
Southern Cotton OU Co. 

Williamson Candy Co. 

Needham, Louis & Brorby 
William H. Weintraub 
Sullivan, Stauffer, Colwell & 

Ruthrauff & Ryan 
Cecil & Presbrey 
William H. Weintraub 


Kenyon & Eckhardt 

Aubrey, Moore & Wallace 






67 (246 eff. 
Sep 1, 1947) 



















This Is Your FBI; Fri 8:30-9 pm; Apr 4; 52 wks 
When a Girl Marries; MTWTF 5-5:15 pm 
Portia Faces Life; MTWTF 5:15-5:30 pm 
Lone Ranger; MWF 7:30-8 pm; Jun 1; 52 wks 

Fibber McGee and Molly; Tu 9:30-10 pm; 52 wks 
Drew Pearson; Sun 6-6:15 pm; Mar 2; 104 wks 
Mayor of the Town; Sat 8:30-8:55 pm; Mar 8; 52 wks 

Those Websters; Sun 6-6:30 pm; Mar 2; 52 wks 
Twenty Questions; Sat 8-8:30 pm; Feb 28; 52 wks 
Monday Morning Headlines; Sun 6:15-6:30 pm; Mar 2; 

65 wks 
Victor Borge Show; Mon 9:30-10 pm 
Human Side of the News; MTWTF 3:30-3:45 pm; Mar 10; 

52 wks 
True Detective Mysteries; Sun 4:30-5 pm; Mar 2; 52 wks 

APRIL 1947 

Al&tu cutd Re+te,w&& a+t ^Jel&uiU&n 




PROGRAM (time, start, duration) 

Beanu w at* h I 

Bordi n Co. 

Bulova w aii li t .. 

Kurd Motor Co. 

General Poods Corp. 

U. S. Rubber! (,. 

J. I). Tart her 
kenyon & Kckhardt 


J. Waller Thompson 

Young &. Kublcam 
Benton & Bowles 
I oote, Cone & Beldlng 
Benton & Bowles 
Young & Rubicam 
Poote, (lone & Belding 
Campbell- Ewald 

WNBT New York 
\SM1I New York 

U Mil New York 
HCIis-'l \ New York 

\\( I'.S-TV New York 

WNBT New York 
WABDNew York 

WNBT New York 

MPT/. I'hlladelphla 

Time signal; Frl; Mar 14; U»ki(ne») 

Spi . i;il events, remote pickups, dramatic shows; Mar 1; in- 
definite (renewed) 
Time signals; MThS; Mar (, for M-Th, Apr 5 for Sat; 13 wkt 
Home games of Brooklyn Dodgers, sponsored alternate days; 

Apr 15 
Home games of Brooklvn Dodgers, sponsored alternate days 
ipr 15 

Juvenile Jury; Th 8-8:30 pm; Apr 3; 13 wks (new) 

Varlty; Th 8:30-9 pm; Apr 3; 13 wks (new) 

-Spot weather announcements 

Campus Hoopla; Frl 8-8:20 pm; Mar 28; 13 wks (renewed) 

A/eiv /]<fency /JfzpauibnetiU 


PRODUCT (or service) 


America Dry Corp., New York Soft drinks Cole and Chason. New York 

American Fruit Growers, Inc., Los Angeles Fresh fruits, vegetables Davis, Los Angeles 

Ann Marie Sportswear. Inc., New York Sportswear I>aniel K. Lewitt, New York 

\--so, lated Stationers, Oakland, Calif Coffee equipment, supplies Ad Fried, Oakland 

Asterloid Mfg. Co.. New York Plastic combs, brushes Stuart Bart. New York 

II. C. Baxter & Bro., Brunswick, Me Canned goods James Thomas Chlrurg, Boston 

Bean Sprout (.'rowers' Assn., Inc., Duluth, Minn Chinese food products Melamed-Hobbs, Minneapolis 

Benedict Bogcaus Productions, Hollywood Motion pictures J. Walter Thompson, Los Angeles, New York 

Berke Bakeries, Inc Bakery products L. H. Hartman. New York 

Bible Institute of Los Angeles Institutional Broadcast, Los Angeles 

Bow man Cum. Inc.. Philadelphia Chewing gum I -note. Cone & Beldlng. New York 

Bridgeport Brass Co.. Bridgeport, Conn Insecticide William F.sty. New York 

Bridgford Co.. San Diego. . Frozen foods N. W. Ayer. Philadelphia 

Gal-Co-Pack, Los Angeles Packed vegetables Beaumont & Hohman, Los Angeles 

Casa Colina Convalescent Home, Chino, Calif Institutional John F. Whitehead, Los Angele- 

Cathy Lee Blouses. Inc., New Y'ork Blouses Daniel E. Lewitt, New York 

Coast Counties Cas & Fleet ric Co., Santa Cruz. Calif. . Gas, electricity Knollin. San Francisco 

Coast-Currie Ice Cream Co. (retail chain). Los Angeles. Ice cream. Barton A. Stebbins. Los Angeles 

Crosse! Co. , Cincinnati Fresh vegetables Strauchen & McKlm. Cincinnati 

I). W. Davis & Co., Hartford, Conn Fruit products Weisser-Richmond. Boston 

Henry A. Dreer, Inc.. Philadelphia Seeds, horticultural supplies Altkin-Kynett . Philadelphia 

Enterprise Pictures, Hollywood Motion pictures Donahue & Coe, Hollywoo* 

l.verlast Pen Co.. Inc Fountain pens Lester L. Wolff. New York 

Fairfield Laboratories, Inc.. Plalnfield. N. J Insecticide, vitamins, saccharin Corbin. New York 

Firestone Stores, Boston region Firestone products Elllott-Hornsby . Boston 

First National Bank & Trust Co., New Haven Banking Wilson. Halght & Welch. 

ford. Conn. 

Florida Health Conservatory'. Orlando, Fla Health resort Walter Kaner. New York 

42 Products, Ltd. (King's Men Toiletries dlv.), Los , 

\nii. I.-, Toiletries Brlsacher. Van Norden. Los Angeles 

Frozen Cooked Foods, San Francisco Handy Hostess. Sky Fare Hoefer. Dietrich & Brown. San Francisco 

Frozen Food Products, Inc., New York Frozen food cabinets, lockers, delivery 

trucks Al Paul Lefton. New York 

Garfield Tea Co.. New York Tea Hlison-O'Donnell. New York 

Grant Laboratories, Oakland. Calif Chemical products Brlsacher. Van Norden. San Franclaco 

William A. Greca Company, New York Candy Rockmore. New York 

Grove Laboratories. Inc.. St. Louis Deodorant Small & Selffer. New York 

Hampden Watch Co.. Chicago Watches W. B. Doner. Chicago 

New York ."Hart - 

Harvel Watch Co.. New York. 

Hat Corp. of America (Dobbs Hat dlv.). New York. 

Hogan & Van Gelder Lumber Co., San Francisco. . 

Homestead Brewery, Homestead, Pa 

Homls Watch Co.. Los Angeles 

House of Comoy, Inc.. New York 

House of Rothschild. New York 

Edgar F. Ilurff Company, Swedesboro, N. J. . 

Watches '.'.'.'. '.'.'.'. . Roy S. Durstlne. New York 

Hats Doherty . Clifford & Shenfield. New * ork 

Lumber George Taylor. San Francisco 

Beer F. A. Ensign. Pittsburgh 

Watches Brlsacher, Van Norden, Los Angeles 

Pipes Robert W . Orr, New York 

Champagne Julius J. Rowen. New York 

. . . Food products Roy S. Durstlne. New York 

Insul Distributors. Inc., San Juan. Puerto Rico Ranges, refrigerators McCann-Erickson. San Juan 

International Time Co., Newark, N. J Watches, clocks Daniel E. Lewitt. New York 

Kaiser Flectwings. Inc Dishwasher J. Walter Thompson, San Franclaco 

KoolVent Metal Awning Corp. of New England, _ 

Boston Awnings Elllot-Hornsby. Boston 

Kushlns. Inc.. San Francisco Men's shoes Hoefer Dleterlch & Brown. San Franclscc 

F. Lagomarsino & Sons, Sacramento Seeds, bulbs, plants Brlsacher. \an Norden. San Francisco 

Lanagane's. New York Textiles Seidel. New York 

Leisure Soap Co.. Hollywood Soap £ ran H O* 3 ™™- H?- 8 Am ? I* 

Lektrollte Corp., New York Clgaret lighter Donahue & Coe. New Y crk 

Liebmann Breweries, New York Beer Foote. Cone & Beldlng. New Y ork 

Marchlonv Ice Cream Corp., New York Icecream, spumonl. bisque tortonl. . . . Hazard. New York 

Mayfalr Plastics Corp.. New York Raincoats, toys Cayton . New Y ork 

McCoy'a Wllshlrc, Beverlv Hills, Calif Washable wallpapers Atherton. Hollywood 

McDanlel's Sales Agency, Oakland, Calif Home freezers, freezer-coolers Ad Fried Oakland 

Melville Shoe Corp.. New York Thorn McAn shoes John A. Cairns. New York 

Merltt Chemical Co.. Inc.. Greensboro, N. C Medicated powder J. M. Hlckerson. New York 

Mllllron's. Los Angeles Department store Hunter Los Angeles 

Modecraft Co., Inc.. Brooklvn Furniture, fixtures R. T.pUnntll.NewYrok 

Moth-Proof Garment Hanger Co., Corona, L. I Moth-proof garment hangers Ralph Harris. New York 

National Farm Show. Inc.. Chicago Institutional Malcolm-Howard. Chicago 

Nelson-Ricks Creamerv Creamery products Cooper & Crowe Salt Lake City 

New England Coke Co.. Boston Coke James Thomas Chlrurg. Boston 

N,w Jersey Savings & Loan League. Newark, N. J Institutional Wellman Philadelphia 

New Process Baking Co., Chicago Bread, cake Olian .Chicago 

Norris of Los Angeles. Los Angeles Cookware Shaw-Le\ ally. Chicago 

Ostbv & Barton Co.. Providence Rings James Thomas Chlrurg. Boston 

Ostrei Co., New York Tonic . . Street & Hnney. New York 

Oxford Products Co.. Cleveland Pharmaceuticals Russel M. Seeds Chicago 

Pluto Corp.. New York Pluto water X """V! V °T ?*!& vE* 

PM Newspaper, New York Publication Harry Hayden . New Y ork 

Post «:,„), Co.. Inc.. New York Watches Gorman I) "at". New York 

John Robert Powers School. Pittsburgh Charm school F A. Ensign Pittsburgh* 

Radlron Corp.. Mlamlsburg. Ohio Electrical appliances Hutzler Dayton 

Relmer Mfg. Co.. Berkeley. Calif. Automat c plant nurse Ad Fried . Oakland Francisco 

Richmond-Chase Company. San Jose. Calif Dried fruits^ Briaa, cfc*T. V. " N "I d £ VhlSdeTohta ° 

A. C. Roberts Packing Co.. Klmberton. Pa Canned goods Lamb Smith & Keen Philadelphia 

Roosevelt Raceway, Westhiirv. NY Horse racing L. H. Hartman. New "k ork 

(Continued on page H) 

This is the 

. H. SNOW Family 

of McLean County, 


£ Mr. and Mrs. W. H. Snow live on their 80-acre farm in agriculture-rich 
McLean County, Illinois, with their daughter and two husky grandsons. Their chief 
husiness is dairying, with ten cows milked daily. They raise hay and oats for ttLi\ 
and had 40 acres in corn last season. Their seven brood sows produced 36 pigs 
for market. The 80-acre farm is valued at SI 2,000, and most years they rent an addi- 
tional 80 for feed growing. Mrs. Snow markets about 100 chickens every year, 
too, for extra cash. 

The Snow family has spread over middle Illinois now, with sons or daughters 
raising their own families in Heyworth, Rantoul, Wenona and Bloomington. 

For 20 years, the Snows have been regular WLS listeners, appreciating Dinner 
Bell and Farm Bulletin Board because, as Mr. Snow says, they "keep us older 
farmers up with the times . . . enable us to ship our livestock to Chicago at the 
right time." The Snows have been Prairie Farmer subscribers for 40 years. 

It is on this home and this family, and the homes and families like them 
throughout Midwest America, that the microphones of WLS have been focused 
for 23 years. It is our intimate interest in their problems, the service and enter- 
tainment we give them, that have made them loyal listeners to WLS . . . and 
upon loyal listeners depend advertising results. 

Mr. and Mrs. W. H. Snow with (left) 
their daughter, Mrs. Mowbray. 








Fourth highest rated program 
all da ys, all times , all stations! 



• NEW YORK 9.8 


FLASH... NO«l 6.5 

c E . HOOPE" 


Consistently beats all competition on stations from 
coast-to-coast. Based on the famous Cosmopolitan 
magazine stories and current Columbia pictures. 

'*» MAD, 



Drug stores play up inter-city spirit of competition by featuring the broadcast in their window displays of Listerine Tooth Paste special 

loves company 

Lambert Pharmacal 
airtime cast upon 
waters returns as 
toothpaste sales 

APRIL 1947 

Week after week, month after 
month, the Lambert Phar- 
macal Company gives away 
more commercial time to local and na- 
tional advertisers than it takes for itself 
on its 25-station spot program campaign 
via Quiz of Two Cities. There's nothing 
philanthropic about the $350,000 gift of 

time, for the operation sells more Lis- 
terine Tooth Paste than any previous 
advertising campaign planned by the 
company and its agency, Lambert and 
Feasley. The toothpaste has been higher 
up in teeth scrubbing sales than it is at 
present, but that was during the war 
when Colgate, Ipana, and Pepsodent, 


When Hart, Schaffner & Marx salesmen meet Hart, Schaffner & Marx salesmen, "Quiz of Two Cities" naturally broadcasts from a clothing store 

which rank one. two, three in the order 
named, went overseas in great quantities. 
Listerine stayed at home and was out-of 
stock far less than its top competition, 
and became number two in sales. De- 
mand overseas was for the three leaders 
in popularity. Listerine is doing better 
than it did pre-war and it expects to do 
better, via the Quiz and its spot opera- 

Quiz of Two Cities wasn't new when 
Lambert moved in. Noxzema had been 
using it for years with a fair degree of 
success, but decided in early 1944 to shift 

to a network program (it has Mayor of 
the Town on CBS now). Frank Mace, 
vp and general manager of the agency, 
heard about Noxzema's relinquishing 
territory after territory and tied up each 
area as Noxzema (through Ruthrauffand 
Ryan, their agency) dropped it. The 
arrangements were made with Al Buffing- 
ton of Baltimore, independent producer 
who owns the two-city quiz idea. The 
buying of each market was done very 
quietly but in spite of the hush-hush the 
Ted Bates advertising agency heard 
about it and was able for Colgate-Palm- 

olive-Peet Company to beat Lambert to 
a buy in a very, very choice two-city mar- 
ket, Minneapolis-St. Paul. It is only in 
the Twin Cities and in Baltimore-^ 
ington, where the Gunther Brewing 
Company has been sponsoring it for nine 
years, that Lambert hasn't tied up the 
program. Now the Listerine organiza- 
tion has a contract which gives it the 
rest of the nation. There's no longer a 
scramble over territories. 

As a program Quiz of Two Cities is no 
masterpiece of entertainment, but prop- 
erly promoted it can be and is "the talk 

All is not necessarily serious at a two-city quiz. On WTIC announcer 
George Bowe dusts off one contestant's card trick for a laugh 

Girl Scout troops fight for the honor of their home cities at the drcp 
of a hat. Listerine's silver dollars just add to the appeal for them 

of the town." Its basis is the establish' 
ing of a rivalry between two cities and 
then the broadcasting of the quiz by a 
station in each town, with a quiz team 
in each city vying with one in the other 
city. The same set of questions is asked 
each team but only the air audience 
hears both teams' answers, each group of 
contestants hearing their own answers 
only. There are silver dollars for each 
winner, points for each correct answer, 
and a winning city each week. Up to 
that point it's just a good quiz formula. 
Actually the formula is just the begin- 
ning of the program as a sales vehicle. 
It's what's been done with it that makes 
company like Listerine. Weeks before 
each broadcast the teams are chosen 
from great local or national business, 
philanthropic, or civic organizations. 
Then these organizations promote their 
one-time broadcasts just as though they 
were their own commercial shows. If 
there's a house organ for the company 
that a team represents it gives the event 
a spread. When the New York, New 
Haven & Hartford Railroad competed 
there were posters (see right) in each sta- 
tion and many other spots. The Sweets 
Company of America spread themselves 
all over candy stores when teams of 
Tootsie Roll employees in New York and 
Chicago tilted their quiz-ical lances. 
When the Sealtest milk companies in 
Hartford, Conn., Bryant and Chapman 
and R. G. Miller & Sons, competed with 
the Sealtest group in Springfield, Mass., 
General Ice Cream Corporation, the milk 
bottles all had notices of the broadcast, 
the milk wagons carried signs, and throw- 
aways were used generously. In most 
cases there's no mention of Listerine on 
posters of competing teams, but that 
doesn't disturb the advertising vanity of 
Lambert — as long as the posters get 
more listeners for the program that's all 
that's desired. Not only isn't Lambert 
disturbed about the absence of Listerine 
mention in team promotion but there 
are four air plugs for the name of each 
team's sponsoring organization. 

That the "free ride" given the organi- 
zations which have teams on the shows 
pays off can be seen in the programs' 
local Hoopers. These ratings, unlike 
national Hooperatings, represent three- 
month averages (national Hoopers are 
for single broadcasts). WTIC (Hart- 
ford) has a 19.9, KMOX (St. Louis) 
17.7, WHAM (Rochester) 14.6, WBEN 
(Buffalo) 10.4, WWL (New Orleans) 12.5, 
and KTRH (Houston) 9.0. Ratings are 
latest available. 

And the Hooper, according to Lambert 
and Feasley, is indicative of the business 

being done locally by the toothpaste. 
The higher the Hooper the better the 
sales in the area covered, although it has 
as yet been impossible to correlate rat- 
ings and sales. One thing is clear — both 
Listerine Tooth Paste and The Quiz of 
Two Cities do better in smaller cities 
than they do in great metropolitan cen- 
ters. However, the sales trend of Lister- 
ine dentrifice has always been lower in 
big cities than in smaller towns and 
according to the agency the spotting of 
the program has had nothing to do with 
this factor. 

Nevertheless the present trend toward 
placing the program in larger local mar- 
kets is on the same basis that the first 
stations were selected, i. e., using stations 
with a lot of power in cities where there 
is logical rivalry with other cities. The 
first pairs of cities selected were: 

Los Angeles and San Francisco 
Hartford (Conn.) and Springfield (Mass.) 
Boston and Providence 
Buffalo and Rochester (N. Y.) 
Des Moines and Omaha 
St. Louis and its suburbs 
Dallas and Ft. Worth 
Houston and New Orleans 

They all went on the air the first week 
of March, 1944. In August of the same 
year Seattle and Portland, Detroit and 
Cleveland, were added, and the following 
month Chicago and New York started 
two-city quizzing. In June of 1945 
Atlanta and Birmingham (Alabama) 
found the kind of time Lambert wanted 
and the cities started cleaning their teeth 
with Listerine. More than a year went 
by before two other "natural rivals" with 
powerful transmitters had prime availa- 
bilities (good time) and Oklahoma City 
(WKY) is now competing with Tulsa 
(KVOO). Last pair of stations added 
to the list are WRVA (Richmond, Va.) 
and WBT (Charlotte, N. C). The agency 
is buying as many 50,000-watt stations 
as they can, the eventual expectation 
being to cover the nation with high- 
spot local programing. 

Just how far spot thinking has gone is 
indicated in the fact that in its Cana- 
dian operation Lambert is placing elec- 
tric transcriptions of The Green Hornet 
on 30 stations. Besides this they are 
testing Treasure Trails on four north-of- 
the-border outlets. TT is a quiz program 
that had been sponsored by William 
Wrigley, Jr., Company for a new gum. 
Wrigley dropped it because they decided 
it was essential to use billboards and 
other visual media to familiarize the 
public with the appearance of a new 
package. Wrigley's budget in Canada 
being limited it wasn't possible to carry 
both radio and outdoor advertising. Lam- 
bert's decision on the program (to extend 


7:30-8 PM 





on the 

jQsterine Toothpaste Radio Show 


two New Haven Railroad q 

H1 " "H f 

g o) two men 
h prize*. The 
» studios of WTIC. the Springfield 
Sheraton in Soring field, to Oft k ip of ■ Ml Listerine* 


targe ... for admission to both the 
Hartford tickets apply at once to 
'"' > ot th« Now Haven Rail- 
Haven Railroad 
r ticket* tod ' 

Free tickets were a special appeal on a poster 
by New York, New Haven & Hartford R. R. 

Turn about is the order of the day when contestants 
who get free air plugs buy advertising for the program 

The Yankee 



Mr. Ray Kremer 
LAnbert 4 Feasley. Inc. 
9 Rockefeller flare 
Ne» York 20, Ne» York 

Dear Kayi 


Litten to member* 
of the 



on WEAN 

790 on your Radio Dial 

Here's ta^Vor.e for you - the contestants 
paid for their own ad. Mr. Morrill was in this after- 
noon and suggested that I send you this copy. 

I'll be in New York around the 16th of 
August. Uaybe I'll see some of you if you're il icon. 

Winifred Pike 

APRIL 1947 

or drop it) will be made some time this 
month (April). Lambert also has one 
musical program in Canada on a French' 
language station in Montreal. 

Lambert's switch to spot broadcasting 
as the answer to its advertising problems 
was not the decision of a tyro in radio. 
The organization will celebrate its 20th 
anniversary of broadcasting on Decern' 
ber 20 next. It started with Intimate 
I lour of Music on that date in 1927. The 
Lambert network history includes 

Hobby Jones— NBC 

Phillip-. Lord, "Country Doctor" — Blue 

Metropolitan Opera — NBC-Blue 

Grand Central Station— Blue-CBS 
True Detective Mysteries— MBS 
Billie Burke — CBS 

which is something of everything but a 
quiz show. Before trying Billie Burke, 
Lambert had a spot campaign of one- 
minute transcriptions which reached its 

Holland Engle 
portrays feelings 
of losing mes 

height in 1945 with 160 stations carry- 
ing the story of Listerine Tooth Paste 
and Tooth Powder. It couldn't continue 
the minute spots, the Quiz of Two Cities, 
and a network operation, so the spot 
announcement campaign was dropped in 
April 1945. Billie Burke on CBS cost, 
says the agency, nearly $600,000 a year, 
and although the program was on for a 
year and a half Miss Burke didn't sell 
much toothpaste. 

The Quiz sells only toothpaste, al- 
though during the early days of the 
program toothpowder advertising copy 
was used on the show. The latter was 
dropped because facts began to indicate 
that one-product advertising was more 
productive. There has been some ques- 
tion raised as to why the parent prod- 
uct, Listerine Mouth Wash, isn't air- 
advertised. The reason given by the 
sponsor and the agency is that Listerine 
Mouth Wash has 50 per cent of the mar- 
ket but the toothpaste shares 50 per cent 
of the market with all other pastes, but 
the leading three brands which account 
among them for the other half of the 
nation's dentifrice sales. Thus the 
product that needs the push is being 
given it. The mouthwash receives some 
of the flow of good-will that the Quiz of 
Two Cities engenders as a result of the 
trade name's being common to both 

Emphasis on Quiz of Two Cities has 
enabled Lambert to hold on to more of 
their war-time sales increase of Listerine 
Tooth Paste than they had hoped to. 
As the three top brands became avail- 
able in normal quantities in non-quiz 

cities Listerine really began to slide. In 
Quiz cities the sales also went down, as 
expected, but not nearly to the extent 
that they tobogganed in the other terri- 

When Quiz of Two Cities covers the 
nation for Lambert, both agency and 
client feel that sales will climb consist- 
ently, and that coverage is the aim at 
present. Present 25-station campaign is 
costing $500,000 a year, or less than 
Lambert spent for Billy Burke on net- 
work. Included in this figure is the 
$65,000 in prizes and gifts that are given 
away on the program. Announcers, mes, 
and producers are paid over the AFRA 
scale because the agency knows that the 
difference between top results and just- 
run-of-the-mill promotion depends upon 
announcer, mc, and producer. Top pro- 
ducers for the Quiz at present are: 

Stu Wilson, K.IIJ, Los Angeles 
Jim Crocker, KRLD. Dallas 
Ted Nabors, KTRII, Houston 
Ed Weftman WBEN, Buffalo 
Winifred Pike. WNAC, Boston 
Leonard Patricelli, WTIC. Hartford 

Their job is three-fold: rounding up top 
contestants, building interesting shows, 
getting publicity and promotion on each 
show. When a single broadcast doesn't 
meet the usual high standards it takes 
as long as four weeks to regain the lost 
audience. A consistently high standard 
of broadcasting has to be adhered to if 
Quiz is to do its job. 

The Quiz is doing its job — in all cities 
but New York and Chicago, where it